The Category Leadership Conference Speaker: Dan Heath
Dan Heath is a Senior Fellow at Duke University's CASE center, which supports social entrepreneurs. He is the co-author of Switch: How to Change Things When Change Is Hard, which debuted at #1 on the New York Times and Wall Street Journal bestseller lists. The Heath brothers previously co-wrote the critically acclaimed book Made to Stick, which was named the Best Business Book of the Year, spent 24 months on the BusinessWeek bestseller list, and has been translated into 29 languages, the last of which was Slovak.
Heath is a columnist for Fast Company magazine, and he has taught and consulted with organizations such as Microsoft, Philips, Vanguard, Macy’s, USAID, and the American Heart Association.
Previously, Dan worked as a researcher and case writer for Harvard Business School, co-authoring 10 case studies on entrepreneurial ventures, and later served as a Consultant to the Policy Programs of the Aspen Institute. In 1997, Dan co-founded an innovative publishing company called Thinkwell, which continues to produce a radically reinvented line of college textbooks.
Dan has an MBA from Harvard Business School, and a BA from the Plan II Honors Program from the University of Texas at Austin. He currently serves on the Board of Trustees of Rare, a conservation organization. Two proud (sort of) moments for Dan are his stint driving a promotional car called the "Brainmobile" across the country and his victory in the 2005 New Yorker Cartoon Caption Contest, beating out 13,000 other entrants.
Join Dan as he presents, "Implementing Change When Change is Hard" on September 28, 2010 at 8:30am as part of The Category Leadership Conference at Hotel Sax in Chicago.
The primary obstacle to changing is a conflict build into our brains. Psychologists have discovered that our minds are ruled by two different systems - the rational mind and the emotional mind - that compete for control. In Dan's presentation, you will learn:
- Turning a natural need to rethink, retool and change into the full-fledged process of innovation.
- How to trigger a genuine change process inside the company building upon past change experiences.
Dan's profile courtesy of Heathbrothers.com
The CPG’s Guide to Succeeding Amidst the Private Brand Boom
The tides have turned... "75% of consumers define store brands as "brands" and 83% said they purchase these brands on a regular basis*."
Retailers and private brand manufacturers have been stepping up their game and creating more sophisticated and eye-catching packaging. With higher emphasis on design and brand strategy, retail brands are making their presence on the shelf even more visible and attractive to consumers. This is helping them gain their place on the consumer's preferred brands list.
Retailers are cutting into your market share...but what can you do about it?
Plenty, you can keep yourself in the game by:
• working better with retailers to make sure your brands are still getting the prime spot on shelf
• understanding what brand strategy and design initiatives they are undertaking
• building loyalty among your consumers so they are not wowed away by exciting new packaging
• staying updated on where the world is headed - the trends, forecasts and predictions shaping the future of retail
The Private Brand Movement brings retailers and national brands together to discuss the future of branding and design in this new retail landscape. Join us and discover how today's leading retailers are building brands at retail - strategy, design, innovation and collaboration.
What You Won't Want to Miss
• Interactive Panel on Building Brand Excellence Post-Recession with Pepsi, Hershey & Philips
• Full Day Summit on the Front End Process of Brand Transformation
• Revelation of the latest packaging trends - what matters, what will pop off the shelf
• 30+ of the top brands and retailers take the stage. Including Target, Walgreens, Safeway, Kraft, Sears, Victoria's Secret, McDonald's, Family Dollar Stores, The Hershey Company, L.L. Bean, Meijer Stores, Ace Hardware, Philips, Sam's Club, Office Depot and more.
• Two distinct breakout tracks diving deep on strategy & design
• Visionary Perspectives from Dan Heath, Marc Gobé and Dan Hill
• Sessions covering the complete continuum of evolving brands for retail from strategy to design to innovation
• Come together to share, learn, debate and co-create the future of private brands at retail
We look forward to seeing you there.
P.S. - Register by August 27th & Save $100 off the standard rate.
**Private Label sales information from Now Private Label and the PLMA
Whole Foods redesigns prepared foods packaging
Store Brand Decisions reports that Whole Foods and advertising agency Duffy & Partners, are unveiling a unified package design for its bakery products, soups, and its cold and hot foods bars. The packaging features elements of nature including a soft leaf theme and the use of earth tones on both white board and unbleached paper.
So, why the move to unified packaging?
Whole Foods also discovered that good and unified package design drives efficiency. “Whole Foods realized that its strength of supporting regional farms and suppliers was becoming a weakness in maintaining a strong and focused brand,” Duffy wrote on its web site. “Over time, as the company grew, execution of unique local messaging and departmental packaging began to erode brand continuity, and missed enormous production efficiencies.”
What do you think of the new design? Share your background on private brand labels and packaging at The Private Brand Movement, September 27-29, 2010 at Hotel Sax in Chicago. Join us as we incorporate strategy, design, innovation and collaboration into this next phase of private brand development.
The Category Leadership Conference Speaker Spotlight: Inez Blackburn
Inez Blackburn
President of Market Techniques & Innovations, Inc.
Inez Blackburn is a globally recognized speaker, industry leader, innovator, and pioneer in launching global brands with over 25 years experience. She has worked with many Fortune 500 companies and led numerous executives through her Positioned for Profit Seminars and Marketing to the Max Workshops. She has been on the Dean’s list for excellence in teaching for 10 years and is a featured trainer at numerous executive events. Inez is President of Market Techniques & Innovations, Inc. and an adjunct professor at the University of Toronto, Wright State University, and S.P. Jain University in Singapore and Dubai, as well as a featured instructor at Pennsylvania State University.
She has worked extensively with major corporations and has played a pivotal role in implementing customer-centric strategic plans, marketing best practices, and balanced performance metrics. She also teaches companies how to leverage the power of collaboration for a sustainable competitive advantage.
Join Inez as she presents, "Pride Passion Profit - 7 Steps to Category Development" at 10:00am, Day 2 of The Category Leadership Conference this September 27-29, 2010 at Hotel Sax in Chicago. Download the brochure and register today!
Wal-Mart may open hundreds of stores in India
The world's largest retailer may soon be opening stores in India. Bloomberg reports that if foreign restrictions are lifted, the retailer may make their move quickly. Bentonville, Arkansas-based Wal-Mart runs two wholesale stores in India as local laws, aimed at protecting owners of smaller shops, limit overseas companies to operating single- brand stores, or wholesale outlets.
“If the laws of the country change to opening up to foreign direct investment in retailing we could open hundreds of stores,” Raj Jain, managing director of Bharti-Walmart Pvt., a wholesale joint venture between Wal-Mart and India’s Bharti Enterprises Pvt., told reporters.
If the restrictions are lifted and Wal-Mart heads to India; will other Western retailers follow?
Save $200 on the Category Leadership Conference this Week Only
This September there's only one conference where you will gain the insights and strategies to transform category management into a key leadership role.
The Category Leadership Conference
September 27-29,2010
Hotel Sax
Chicago
The Category Leadership Conference reveals next generation category management practices from brand and retail strategists who are embracing change and revolutionizing retail. Hear best practices from:
Keynotes:
• Dan Heath, Author, Made to Stick & Switch
• Inez Blackburn, President, MARKET TECHNIQUES AND INNOVATIONS, Author, Pride Passion Profit 7 Steps to Category Development
• Marc Gobe, President, EMOTIONAL BRANDING, Author, Emotional Branding
• Scott Davis, Chief Growth Officer, PROPHET, Author, The Shift
Retailers:
• Chris Huot, Director, Category Management, ACE HARDWARE
• Hilary Bloch, Category Management, ACE HARDWARE
• Chris Borek, Senior Manager, Multi-Channel Interactive Experience, TARGET
• Eli Getson, SVP, GMM, GOLFSMITH INTERNATIONAL
Brands:
• Craig Geiger, Director of Category Management & Shopper Insights, BARILLA USA
• Tiernan Summins, Director, Shopper Insights, THE KELLOGG COMPANY
• Joe Bourland, Director, Category Management - North America, KIMBERLY CLARK
• David Campbell, Vice President, Category Management Services, THE COCA-COLA COMPANY
• Carmen Brace, Integrated Customer Marketing Director, Category Leadership, CONAGRA FOODS
• Don Baker, BP Pricing and Category Selling Strategies, SARA LEE
• Carla DiGiovanni, Director of Training SARA LEE
• Bob Keahiloa Wong, Director, Category Leadership, DEL MONTE FOODS
• Heath Rigsby, Director of Sales Planning & Category Strategies, BURT'S BEES
• Carolyn Hendriksma, Senior Director Customer Strategic Insights, THE HERSHEY CO.
• Tom Kersten, Senior Manager, Retail Category Development, MICROSOFT
• Jonathan Nell, Director, Shopper Marketing, DIAGEO NORTH AMERICA
Industry Thought-Leaders
• Michael R. Murphy, Ph.D., Research Manager, US, FIFTH DIMENSION
• Alison Chaltas, Principal, INTERSCOPE
• Joe Beier, Vice President, INTERSCOPE
• John Dranow, CEO, SMARTREVENUE
• Dard Neuman, President of Insights, SMARTREVENUE
Don't miss this opportunity to take category management to the next level. Register by THIS Friday and save $200. For more highlights on the program, download the brochure.
We look forward to seeing you there.
Office Depot Opens First LEED for Commercial Interiors Registered Retail Store
Office Depot has lead the way for green and LEED technology with the opening of the first LEED registered commercial interiors store. According to CSEMag.com, Office Depot expects the store to be certified a few months after opening. LEED CI is the U.S. Green Building Council's recognized system for certifying high performance green interiors that are healthy, productive places to work; are less costly to operate and maintain; and have a reduced environmental footprint.
Beginning with this store, all new and relocated North American Office Depot retail locations will receive LEED CI certification, including 14 stores planned for 2010.
What do you think about Office Depot's move to LEED CI certification? Will we see other retailers doing the same?
What’s next on the shelf and what matters in category leadership
Are you looking for what's next on the shelf and what matters in category leadership and shopper marketing?
Look no further - The Category Leadership Conference spotlights next generation category management practices from brand and retail strategists who are embracing change and revolutionizing retail. Join us in September and you will walk away with the insights and strategies you need to evolve your role from management to leader.
This week's featured session:
10 Mistakes to Avoid as a Category Leader
Bob Wong, Director of Category Leadership, DEL MONTE
People are not typically born with all the necessary skills and perspective to do category management well. It usually happens over time... through trial and error, along with some training, mentorship and even luck. As a seasoned veteran and an industry leader, my hope is to give back some words of wisdom. This session will provide some helpful guidance to both new and experienced category management professionals.
In addition, hear real-life case studies from: The Coca-Cola Company, Kimberly Clark, ConAgra Foods, Sara Lee, The Hershey Company, The Kellogg Company, Microsoft and more. See the full speaker list.
Get inspiration from visionaries with breakthrough thinking! Hear keynote presentations from:
• Implementing Change When Change is Hard
- Dan Heath, Author of Switch: How to Change When Change is Hard
• From Brick to Click, Designing to Peak Emotions: Using Social Media to Re-connect with Consumers On and Off-line
- Marc Gobé, Author of Emotional Branding
• Pride Passion Profit - 7 Steps to Category Development
- Inez Blackburn, President, MARKET TECHNIQUES AND INNOVATIONS & Author, Pride Passion Profit - 7 Steps to Category Development
• Today's Marketer, Tomorrow's Growth Leader
- Scott Davis, Senior Partner, PROPHET & Author, The Shift
Remember to register by July 23rd and save $400. For more highlights on the program, download the brochure.
Jennifer Wong’s Macro Trends
Wow - my last post for Shopper Insights in Action and IIR. It's been a great ride and I appreciate the opportunity! I look forward to hearing from my new connections and will return the favor, too!
The last keynote was given by the awesome Jennifer Wong, founder of Muse. She gave us her view of eight macro trends which are definitely food for thought as we go back to our jobs now that this conference is over!
- New Normal. Is there one? Have we stabilized? Currently, there is a pradigm shift from corporate to consumer heavyweight which is disturbing to big corporates. These days, most things are consumer driven: social media, DIY, mass customization, new definition of values and new definition of value. These consumer driven activities shape how we act and behave. This means that brands must nurture relationships with customers, must provide social connection, must pledge transparency and yield itself to consumer control.
- Pocket Shopping. This is the dawn of e-tailing, co creation and app mania. Consumers want frictionless payment and we should expect more untethered nomadic retail. Though consumers like their phones, the by product is ADD and short attention spans which is supported by the localization of contextual information (e.g. Foursquare and offers on Foursquare). This means that there is a blurring of selling channels: traditional, social, etc.
- Cocoon 2.0. Shelter is home instead of house. There is new interest in space and purpose of space. Case in point, gardening has become extremely popular because of the recession and various food scares (19% increase in food gardening). Also, people are entertaining more. This suggests a focus on simple pleasures and the product and brand facilitate that connection.
- Sizing Up. We are both a little taller and a lot heavier. 64% of adults in the US are overweight/obese. We've got to step in to help reverse this trend.
- Wellbeing and Relaxation. People are finding happiness in a healthy body as opposed to a healthy bank account. There is more attraction to natural and / or holistic remedies for what ails us. As she joked, Red Bull is out and Slow Cow is in. As we are stepping off the hamster wheel to reexamine our personal needs, companies need to be cognizant of this attitudinal shift and adjust products/messaging to reflect his new healthy lifestyle.
- Curated. This is about humanization over hype. People are choosing products and experiences designed for sharing. Everyday basics can and should be beautiful e.g. Michael Graves' design work for Target. There is also a shift from flashy to subdued. The big bold brand names all over our clothing are passe. There's now a return to valuing craftsmanship and substance over style. This means that there are now higher creative standards for brands and products. It's not enough to have a logo - we have to demonstrate the value we bring to the consumer.
- Less is More. Similar to curated, we are streamlining our living and we're combatting overconsumption and overstimulation (our cell phone addictions notwithstanding). We're gladly streamlining how we live and downsizing. She called it creating silent spaces which I found interesting. This means we should respect limits and not overwhelm.
- Next Decade. We're in a shift away from me first to community and sharing. Similar to less is more, we are volunteering to simplify and relish it ("small is the new big"). We are rethinking what's essential and reducing what we buy but making a purchase a quality purchase. We're also supporting our communities more by buying more products locally. This means that social is really social - online and in very real, personal ways.
It was fascinating and I really enjoyed it! Thanks again for reading these posts and please do reach out to
me!
Parissa Behnia
Idea Chef
678 Partners
Alas, Coke Study Indicates No Breakthrough Formula for Effective POP… Yet!
Very informative, interesting presentation today from Karen Gryson of Coca Cola. She spoke at the Shopper Insights in Action 2010 conference sponsored by IIR US. Her presentation focused on Coke's research in improving POP effectiveness. That's a very important topic of discussion considering the size of the P.O.P spend at CPG companies in aggregate. Coke cites of the $14 billion spent annually 80% is waste.
Coca Cola's effort at getting a handle on this element of the marketing mix included a three-pronged approach. First, they would conduct POP effectiveness conjoint research. The research looked at which elements of POP needed to be "right" (turns out the key visual is most important). Next they looked at how to understand and model "breakthrough" POP. They set up a protocol using a variety of POP with respondents but unfortunately were unable to model predictive breakthrough. And, finally they turned to leveraging eye-tracking and neuroscience to get answers that respondents can't articulate.
Coke's conclusion: there is no secret formula to great POP but there are some key principles and benefits. Effective POP helps you "close the deal" with consumers, get your fair share of wallet, and stimulate impulse purchase making POP a marketing ROI multiplier.
So, alas, there is no secret formula for effective POP... yet. But with Coke and others continuing to research and create new insights, better POP is certainly attainable!
Larry McManis
ThinkWay Strategies, LLC