Why building a brand - instead of buying a logo - may be your key to success.
In a city filled to the brim with entrepreneurs, San Francisco is not always the easiest city for new businesses to stand out. Thousands of brands-to-be wilt on the vine every year, lacking in funding, grit, product-fit, VC connections, talent, you name it. But we’ve also noticed an emerging trend in the world of start-ups: the “so close but no cigar” scenarios. These teams have brilliant products and talent and network connections to lean on, but they fall just short of success. They are lacking in a certain magnetism and desire that helps them cross the finish line. And after working with hundreds of investors, VC’s and brands, more often than not, that missing piece of the puzzle is brand.
Where does luxury stand relative to popular culture? Although designers have always inspired the masses through their avant-garde, innovative creations, this purely top-down influence is now obsolete. Facing a crisis of legitimacy, luxury’s notorious conservatism has been drawing inspiration from the most public of spaces: the street and its modern digital components.
Over the past few years, the ice cream market has changed considerably. Whereas Häagen-Dazs was once the most premium and indulgent brand on the shelves, it was becoming harder to distinguish the brand’s offering from the competition. With this challenge, Häagen-Dazs saw an opportunity to revitalize its iconic brand for the U.S. market, leveraging their incredible history and championing their unparalleled ingredients along the way.
Last week was the Winter Fancy Food Show put on by the Specialty Food Association. For us here at CBA it’s a wonderful time to see what is happening in the world of food and beverage, as well as what new product trends we should keep our eyes on. It’s one thing to check out new designs online and quite another to see hundreds of samples in the crowded Moscone Center. From the thousands of vendors and brands present, we've identified 3 most notable trends that are soon to be dominating the world of food and beverage.
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