Archive for October, 2012

Trouble Ahead – Watch Out

October 15, 2012

Just read that Core Power has convinced the Coke system to start distributing their brand on the ‘red trucks’.  My guess is that the continued strong growth of Muscle Milk in the Pepsi system is fueling a lot of the pressure to do something.  The Advisor’s only advice to Core Power right now is to be careful.  As they say, the road west is paved with the bones of early stage brands that expanded too quickly.  A brand can only grow as fast as the consumer….you can’t manufacture true growth.  It takes time for a brand to bond with consumers.

Time will tell.  Let’s check back in on Core Power in about 6-12 months.

New Markets – Constant Change

October 15, 2012

My friend Adlai sent me a story recently about the top wine retailers in the US today.  It was an eye-opener….and it continues to show how the rules are changing in the industry.  Three of the top four wine sellers in the US are general purpose food retailers.  But, it isn’t WalMart, Safeway or Kroger.  The big three are Costco (1), Trader Joe’s (2). and Whole Foods (4).  If I had a new wine, I would go after these chains.  The people who shop these stores tend to be ‘early adopters’.  My point in all of this is that there are similar retailers for every new brand.  Look for them when you launch vs the ‘traditional’ channels and you will increase your chances of success.

Taste Is Over Rated Part 2

October 11, 2012

Over a year ago I posted (May5, 2011) that, in general, taste is over-rated….as a point of difference.  I just came back from NACS (National Convenience Store Show) and I can’t tell you how many new beverages I saw, especially energy drinks, that were telling me that they tasted better than the industry leaders.  I am wrong more times than I like to admit, but, on this I am certain….better tasting isn’t enough.  Every year for the past 12 years that I have been watching, it seems like 10+ new energy drinks are introduced saying that they taste better.  They haven’t been successful….and it’s probably safe to say that this years crop will also eventually fail.  Loyal Red Bull, Monster and Rock Star consumers don’t think their brands taste bad.  You have to be different!  Don’t rely on taste alone.

The Value of Winning

October 7, 2012

Just sitting here on a Sunday afternoon watching NFL games and getting ready for the week ahead. I found a thought that merges the two of them together. A friend of mine sent me a GMA report titled ‘Winning Where It Matters – a focused approach to capturing growth’. It’s way too deep to go into right now…..I’m trying to watch the NFL – first things first. But, it did leave me with the conclusion that it doesn’t matter if you are a CEO of a Fortune 500 company, an NFL QB, or just someone just trying to make a sales number….it is all about winning.  That’s an easy thing to say….maybe overly simple.  To really be successful, you have to break it down to smaller pieces.  If you can look at it in shorter time frames….you can drive some exceptional results short term and long term.  Think of it in terms of this quarter….or this month…..or this week.  Set some strong goals and go out there and hit some home runs. (sorry for mixing baseball and football)  Go land a new customer, sell-in a major initiative, make something happen.  And when you do, celebrate for about a minute….and go do it again.  Winning can drive you and your organization.  Have a great week!