@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
BRAND
Marketing and Branding for Local
Products
#Choselocal
@GoodFoodFestChi
#GoodFoodFestChi
Its not as easy as slapping a logo...
Your BRAND is not a
logo.
It is an experience
that lives in your
customer’s gut.
@markwilhelms
fb:redmeatmarket
redmeatmar...
Build Authority
Build Affinity
Build Trust
…in your Brand
There’s one big problem
@markwilhelms
fb:redmeatmarket
redmeatma...
WE ALL WANT THE SAME GUY!
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Pro-Sumer 2.0
Big Brands
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Digital Brands
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Traditional Media and Entertainment
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
SOCIAL
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
GOOD NEWS: YOU CAN BEAT BIG
BRANDS ON A LOCAL LEVEL.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.c...
What you think you
sell, is not always
what your customers
are buying from you.
@markwilhelms
fb:redmeatmarket
redmeatmark...
CASE STUDY 2011
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Video/Film
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Morning rush hour
Our morning commute is always slow
“A Cattle Ranch - One hour from
the Sears Tower”
ONE HOUR AWAY
and BA...
Ecommerce
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Sales Collateral
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Your BRAND is not a
logo.
It is an experience
that lives in your
customer’s gut.
@markwilhelms
fb:redmeatmarket
redmeatmar...
How to get started?
Cannonball off the High Dive!
90% of Life is just showing up!
- Woody Allen
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
You Are Your Brand.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
You Are Your Brand.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Swagger.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Swagger.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
BRAND
DEVELOPMENT
MOOD BOARD
“Amateur musicians copy,
great musicians steal”
.... Igor Stravinsky.
@markwilhelms
fb:redmea...
A logo is an icon, symbol,
or brand mark.
Let it evolve.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmark...
June 2012 October 2012 Jan 2013 Oct 2013
A logo is an icon, symbol,
or brand mark.
Evolve or Die.
@markwilhelms
fb:redmeat...
Your BRAND is not a
logo.
It is an experience
that lives in your
customer’s gut.
@markwilhelms
fb:redmeatmarket
redmeatmar...
Your Website is the
destination
You are who Google says you are
… and maybe Bing/Yahoo, but not yet
@markwilhelms
fb:redme...
The Job of a Brand Marketer
is to create action
1. Sign up –Cause Marketing
2. Attend – Event Marketing
3. Buy – Sales Mar...
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Innovate or Die
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
Weak Brand you
have a Weak
Product BUT if
you have a Weak
Product and a
strong Brand?
@markwilhelms
fb:redmeatmarket
redme...
Branding enhances
the experience but
you still need to
EXECUTE an amazing
product or service
that delights
customers.
@mar...
Research
Who is your target
Who is your competitor?
What makes you unique?
What are you good at?
Why should I believe you?...
BRAND channels
1. Packaging – Store Shelves
2. Word of Mouth – TV, Radio, Events
3. Digital – Website, Print,
PPC,SEO,Emai...
Track, Adjust, Adapt
Listen to the market ….
Don’t be afraid to
Morph!
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
ma...
Have Fun!
You’re living the dream!
Reinventyourself and
others.
Worklike you’ve never
worked in your life! @markwilhelms
f...
Your BRAND is not a logo.
It is an experience
that lives in your
customer’s gut.
@markwilhelms
fb:redmeatmarket
redmeatmar...
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
Branding and the Good Food System Mark Wilhelms
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Branding and the Good Food System Mark Wilhelms

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Branding discussion, panel and seminar for Chicago
Good Food Festival March 14, 2014.

Published in: Marketing
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  • Solid message and great meat examples. Thanks for sharing!
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  • Engaging, clear call to action (shop for good food)
  • Straight-forward. Guided.
  • Local Love highlighted on “The Good Food Shop” landing page
  • Recipes and meal planning in the Kitchen with options to add to meal plan, bookmark, or print. Can also mark that you’ve made this and see how many people have planned it for the week and bookmarked it. Ingredients list connects to your shopping cart to show you what you already have in your cart.
  • One-stop shop for all of our local products
  • Easy access to help
  • Ability to tailor the experience to personal preference/needs
  • Recommendations and relevant recipes
  • Interactive
  • “Local Love” webpage and Producer Spotlight
  • Local farm boxes available from July to early October
  • “Meet Our Farmers & Artisans” webpage
  • Bringing the online experience to life
  • Branding and the Good Food System Mark Wilhelms

    1. 1. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com BRAND
    2. 2. Marketing and Branding for Local Products #Choselocal @GoodFoodFestChi #GoodFoodFestChi Its not as easy as slapping a logo on a product
    3. 3. Your BRAND is not a logo. It is an experience that lives in your customer’s gut. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    4. 4. Build Authority Build Affinity Build Trust …in your Brand There’s one big problem @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    5. 5. WE ALL WANT THE SAME GUY! @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    6. 6. Pro-Sumer 2.0
    7. 7. Big Brands @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    8. 8. Digital Brands @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    9. 9. Traditional Media and Entertainment @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    10. 10. SOCIAL @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    11. 11. GOOD NEWS: YOU CAN BEAT BIG BRANDS ON A LOCAL LEVEL. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    12. 12. What you think you sell, is not always what your customers are buying from you. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    13. 13. CASE STUDY 2011 @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    14. 14. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    15. 15. Video/Film @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    16. 16. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    17. 17. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    18. 18. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    19. 19. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    20. 20. Morning rush hour Our morning commute is always slow “A Cattle Ranch - One hour from the Sears Tower” ONE HOUR AWAY and BACKED UP IN TRAFFIC AGAIN! @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    21. 21. Ecommerce @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    22. 22. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    23. 23. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    24. 24. Sales Collateral
    25. 25. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    26. 26. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    27. 27. Your BRAND is not a logo. It is an experience that lives in your customer’s gut. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    28. 28. How to get started? Cannonball off the High Dive!
    29. 29. 90% of Life is just showing up! - Woody Allen @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    30. 30. You Are Your Brand. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    31. 31. You Are Your Brand. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    32. 32. Swagger. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    33. 33. Swagger. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    34. 34. BRAND DEVELOPMENT MOOD BOARD “Amateur musicians copy, great musicians steal” .... Igor Stravinsky. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    35. 35. A logo is an icon, symbol, or brand mark. Let it evolve. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    36. 36. June 2012 October 2012 Jan 2013 Oct 2013 A logo is an icon, symbol, or brand mark. Evolve or Die. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    37. 37. Your BRAND is not a logo. It is an experience that lives in your customer’s gut. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    38. 38. Your Website is the destination You are who Google says you are … and maybe Bing/Yahoo, but not yet @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    39. 39. The Job of a Brand Marketer is to create action 1. Sign up –Cause Marketing 2. Attend – Event Marketing 3. Buy – Sales Marketing @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    40. 40. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    41. 41. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    42. 42. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    43. 43. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    44. 44. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    45. 45. Innovate or Die
    46. 46. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    47. 47. Weak Brand you have a Weak Product BUT if you have a Weak Product and a strong Brand? @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    48. 48. Branding enhances the experience but you still need to EXECUTE an amazing product or service that delights customers. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    49. 49. Research Who is your target Who is your competitor? What makes you unique? What are you good at? Why should I believe you? @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    50. 50. BRAND channels 1. Packaging – Store Shelves 2. Word of Mouth – TV, Radio, Events 3. Digital – Website, Print, PPC,SEO,Email Mkt 4. Video 5. Social Media – connect, share, influence @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    51. 51. Track, Adjust, Adapt Listen to the market …. Don’t be afraid to Morph! @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    52. 52. Have Fun! You’re living the dream! Reinventyourself and others. Worklike you’ve never worked in your life! @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
    53. 53. Your BRAND is not a logo. It is an experience that lives in your customer’s gut. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com President of Drumbeat Digital, Founder of Red Meat Market - Digital Geek, Entrepreneur, Dad, Musician, Composer, Jazz Freak, Flyfisherman, Cowboy, Cigar smoker, Scotch drinker and addicted to Red Wine, Food and Friends.
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