Culture - Sawtooth Group

How Consumers Really Feel About Brands During COVID-19

06 July 2020 Advertising, Blog, Brand, Culture, Food Marketing, Irresistible, Marketing

COVID-19 rocked consumer’s lives in ways we couldn’t have even imagined. It changed the way we shop, the way we eat, the way we socialize, and the way we communicate. And six months in, it’s still raging through many parts of our country with little signs of slowing down. How ...

New Decade, Same Plant-Based Revolution

13 January 2020 Advertising, Blog, Brand, Culture, Food Marketing, Irresistible, Marketing

A little over one week into 2020 and it is already the year of plant-based. Last weekend, everything about the Golden Globes was in fashion. Including a high-end plant-based meal served to 1,300 very high profile guests. The meal was made up of golden beet soup, king oyster mushroom scallops, ...

The Scary, Exciting Small Brand Journey

05 December 2019 Advertising, Blog, Brand, Culture, Food Marketing, Irresistible, Marketing

Why do I love the small and start-up brands? Yes, they are challenged in some ways: Smaller (sometimes nonexistent) budgets, a smaller team that is stretched in a million directions, way more competition, the challenges at retail, the list goes on. The pressure to succeed quickly is enormous and, every day that ...

Do Legacy Brands Stand a Chance in a World Where Natural is the Cost of Entry?

14 November 2019 Advertising, Blog, Brand, Culture, Food Marketing, Irresistible, Marketing

In a world where everything I eat and use around my house is becoming more and more natural and plant-based, I started to wonder if my skincare products were moving in the same direction. When I looked into the brands that immediately come to mind, Neutrogena, Clean & Clear, and ...

Do Lame Workspaces Translate to Lame Brands?

24 October 2019 Advertising, Blog, Brand, Culture, Food Marketing, Irresistible, Marketing

With WeWorks recent failed almost IPO, there’s been a lot of talk about the type of office space that actually works for employers and more importantly, employees. Coincidentally, my agency just moved into our brand new office space, built exactly for the kind of work we do and as an expression ...

A (Tough) Love Letter to Peloton

03 October 2019 Advertising, Blog, Brand, Culture, Food Marketing, Irresistible, Marketing

Peloton’s IPO opened down 7 percent and closed 11 percent below their $29 IPO price, making it the third-worst performance for an IPO that raised more than $1 billion since the financial crisis. All of that being said, I still have tremendous faith because this brand is truly awesome. I ...

Why Fitness has Everything to Do with Brands

12 September 2019 Advertising, Brand, Culture, Food Marketing, Marketing

What does being fit have to do with brands? Everything. For as long as brands have existed, marketers have been looking for ways to evaluate their growth, their trajectory, their strength and ultimately their longevity. It occurred to me one day while I was using my Peloton that building strong, fit brands, ...

Are Some Plant-Based Brands Posers?

25 August 2019 Advertising, Brand, Culture, Food Marketing, Marketing

The plant-based revolution is spreading! We’ve been reading and writing a lot about plant-based food and meat. From plant-based milk to plant-based cheeseburgers, the health-conscious consumer has a lot of alternatives to traditional animal-based products when it comes to food. And now the plant-based craze is starting to bleed over ...

Do Millennials Feel “Expensive” Means “Quality”?

06 August 2019 Advertising, Brand, Culture, Food Marketing, Marketing

We all know the story – Millennials are more health-conscious than their Baby Boomer and Gen X parents. And they appear to be willing to pay more for what they perceive to be better. And if this is the case, would raising your prices cause them to perceive you as ...

Getting Plant-Based Burgers to the Masses

09 July 2019 Advertising, Brand, Culture, Food Marketing, Marketing

Plant-based food is showing up in places you’d least expect it like Burger King and White Castle. While trying to get healthier food to the masses, particularly to places and people with limited access to affordable and nutritious food is a noble task and certainly a start- there are two ...

Archive

How Consumers Really Feel About Brands During COVID-19

New Decade, Same Plant-Based Revolution

The Scary, Exciting Small Brand Journey

Do Legacy Brands Stand a Chance in a World Where Natural is the Cost of Entry?

Do Lame Workspaces Translate to Lame Brands?

A (Tough) Love Letter to Peloton

Why Fitness has Everything to Do with Brands

Are Some Plant-Based Brands Posers?

Do Millennials Feel “Expensive” Means “Quality”?

Getting Plant-Based Burgers to the Masses

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How Consumers Really Feel About Brands During COVID-19

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