Lombardo Agency Rebrands Luxury Furniture Company, Castelle

During the upcoming Casual Preview Market, Castelle will launch its corporate-wide rebranding to include all marketing literature, advertising and showroom signage. The rebranding efforts will coincide with the introduction of an unprecedented number of new collections to the Castelle handcrafted luxury furnishings brand.

During the Casual Preview Market in Chicago, July 12 – 14, the Castelle showroom will unveil the new logotype in signage as well as within marketing literature. New advertising creative incorporating the Castelle logotype, brand statement and product photography also will debut in July 2016 trade publications.

Why a Brand Strategy Comes Before Any Marketing

It seems like a simple statement; Brand Strategy Comes Before Any Marketing; yet few follow this simple rule.

“Our Facebook page has little engagement.”

“Or PR team isn’t getting us the results we expected.”

“Social media isn’t work for my business.”

“My print ads don’t give me a return on my investment.”

We hear these and similar statements often when people we meet explain their marketing efforts to us.

Launching a New Food Product

1. Standardize Recipe and Taste Research
Get honest feedback from un-biased folks, not just the people that love you. Consistency matters; saying a pinch or dash isn’t going to work once you get your nutrition analysis done. So measure it out and determine if your dash is a teaspoon or tablespoon. And be consistent with each batch. Why is this important? You might be required to sign an affidavit prior to the retailer’s approval that indicates you are making the product’s recipe submitted without making any modifications.

2. Get FDA Nutrition Facts Panels, Ingredient and Allergen Statements
All retailers will require you to provide an FDA compliant nutrition fact panel so their customers have visibility of the nutrition content of your product. Be sure that your nutrition facts panel meets FDA requirements. Click here for the FDA’s Food Labeling Guide

3. Understand FDA Regulations for Nutritional Claims on Food Labels
There are specifications mandated by the FDA for claims such as: low-sodium, low-fat, fat-free…know the specifications if you plan on using them. The FDA takes these regulations very seriously and will enforce them if the claims are misused. Knowing what can be claimed could help defined target market and branding direction.

The Value of Brand Consistency

Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets. After all, from strong brand equity flow customer loyalty and profits. The rewards of having a strong brand are clear.

The problem is, few managers are able to step back and assess their brand’s particular strengths and weaknesses objectively. Most have a good sense of one or two areas in which their brand may excel or may need help. But if pressed, many would find it difficult even to identify all of the factors they should be considering. When you’re immersed in the day-to-day management of a brand, it’s not easy to keep in perspective all the parts that affect the whole.

10 Reasons Your Marketing Plan Will Fail

Right now thousands of companies are working on putting together their marketing plans for the upcoming.

In November and December, thousands of companies will finalize their marketing plans.

If you are not done preparing a year end marketing plan, or if you are not in the midst of writing one, you are behind the eight ball.

To help you put together a marketing plan for next year, here’s a reminder of top 10 reasons that marketing plans crash and burn.

1. No written marketing plan.
An obvious one, but if you don’t take the time to create a marketing plan, your marketing will flounder in 2012.

Complimentary Brand Evaluation


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