NurtureME An Umbrella Brand forMaine Grown and Produced Food Jennifer Hartung MA Brand Development
Why this Brand & How it’s going to be Successful! " The current food production system is unsustainable, and changing to a state-locally based system is a solution.! " A Maine brand is dependent on Maine being viewed as a “quality food” state.! " Maine is an ideal state in which to create a state-local brand because of its natural image.
THE CURRENT STATEArgues we eat Questions the Finds a“Edible Foodlike benefits of solution Substances” globalization
What is a Brand?!" A signal to aid choice and make something memorable.!" A way to distinguish this from that.!" A signal that tells something about the product.!" A symbol of both the tangible and intangible assets of the company.!" A product s “essence.”
Quality Marks Around the World ITALY SWITZERLAND GREECEGERMANY MEXICO INDIA
Why Maine/U.S. Could Use Strengthening of the Food Culture ! " Power of differentiation = Quality associations ! " High quality associations lead to better image ! " Better image leads to more respect ! " More respect leads to higher sales ! " Higher sales lead to cleaner environment and healthier people.
Current Maine Food SpecialtiesLobster Potatoes Blueberries Dairy Maple Syrup Apples
Maine – An Ideal State in Which to Create a Brand Based on a Quality Food Culture! " Maine has an image of untouched, natural beauty! " The slogan for Oakhurst is “The Natural Goodness of Maine”! " Need to build on this image in the creation of a sustainable, local brand
Research Aims1." Define a set of Standards and Values for a brand with an ethical agenda.2." Figure out Logistics - Pinpoint who needs to be involved and how the brand will be created/distributed.3." Show the advantages of a strong food culture.
1. Define a set of Standards and Values for a brand with an ethical agenda. Why? ! " To prove why we need a sustainable Maine brand. How? ! " Secondary Research Books, Articles, & Movies
2. Figure out Logistics - Pinpoint who needs to be involved and how the brand will be created/distributed. Why? ! " The creation of a brand depends on the networking of numerous parties. How? ! " Primary Research Interviewing Farmers, People in Agricultural Organizations, and Consumers.
3. Show the advantages of a strong food culture. Why? ! " Creating a Maine State brand requires federal grant money. ! " In order to obtain federal grant money, one must demonstrate federal benefits. How? ! " Using quantitative data to illustrate advantages. –" Poster Marketing campaign –" Grassroots social media
Conclusion! " Successful local-state brand dependent on the network of people involved & the promotion of Maine as a quality food-producing state.! " It is my hope that by creating a successful, sustainable, local-state brand other states will follow.