Why Can’t I Get Listed?

When I first met my client Mike, he thought that that he had the best new product since slice bread was introduced. When he approached me two years later, he was so dejected that he was considering going back to his full time job. He could not connect with customers and list his coffee service. When we looked at what was wrong, we identified why customers (and retailers) were turning him down. His brand had no identity. For small food manufacturers, I define their brand as “Their” Identity”. It is who they are and what they represent to their customers by way of their promise, point of differential and personality.

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