Of course, brand messaging is important. But how many times do words alone get your attention? Photography is the driver that reels people in to learn more, to read that headline or body copy. It’s what makes shoppers slow their shopping carts when scanning the shelves. It’s what stops an Instagram-scrolling thumb. “Okay. So, why…
Turns out financing and innovation are key ingredients for emerging food brands The past several months have introduced me and my firm NewPoint to people and emerging food brands groups that are as exciting as the food industry has been disruptive. Jim Slama and his team at FamilyFarmed are a big part of that. They are…
In Moving Your Brand Up the Food Chain, a marketing expert offers advice for smaller food brands looking to get a toehold in a competitive market. The time is ripe for local and regional food brands to find success, argues Nycz, the president of a marketing agency specializing in the food industry, in his practical…
For the food brand marketer, Moving Your Brand Up the Food Chain is sure to be a treasure trove of marketing intelligence and advice. There are certain basic marketing principles that can be applied to any consumer brand, but navigating the ins and outs of the food industry is what makes Moving Your Brand Up…
And no, it doesn’t involve securing a public endorsement from Martha Stewart. (Though that definitely wouldn’t hurt.) It’s actually much simpler than that. It’s surprisingly old-fashioned. It’s… …feeding people. That’s right. In-store demos are the best support for a product launch. At NewPoint we talk to buyers often. We interview and survey them because we want…
On Monday, November 6th, 2017 at Purdue University, my firm hosted: 80+ Emerging Brand Indiana Food Companies. 200+ Indiana Food Entrepreneurs. 9 Food Retail Buying Groups. 8 Independent and Chain Restaurants / Caterers. Word has it that close to a dozen products got picked up by retailers and distributors. Commerce in action! We realize there…
The food entrepreneur is hungry for more than their delicious products—they want to grow… …and they want to grow NOW. Registration for the NewPoint food entrepreneur conference, the Emerging Indiana Food Brands Forum Fall 2017, has exceeded our expectations hitting over 75% capacity just one week after opening full registration with about 5 weeks to…
Yes, It Can Be—If You Think Strategically You’re a rising food company or, maybe, a small startup. You want to grow your business. Why the heck should you waste your energy at some small-time farmers market? Well, maybe you shouldn’t. But, when it comes to food branding and business development, always keep this in mind…
To identify and isolate areas for improvement in shopper marketing program strategies and tactics to further your CPG brand growth against set KPIs:
This shopper marketing audit will detail and contrast your CPG brand shopper marketing and messaging versus that of industry standard competitive practices and will include, but not limited to:
Marketing Communication Audit Report
The deliverable will be a white paper with NewPoint Marketing findings and recommendations related to marketing activities in one retail partnership or DMA/market as defined by the client.
Brant brings 20+ years of experience to NewPoint as chief brand communicator and marketing-plan contributor.
Brant’s specialty is bringing an outside, investigative perspective that can feel alternately “rigorous” or “exasperating” depending on your point of view. Yet, he never fails to uncover a business’s unique selling proposition—one which can serve as a brand foundation for marketing that is compelling, creative and “sticky.”
Throughout his career, Brant’s applied his skill set to a broad range of business applications along the food supply-and-service chain. His services have provided vital clarity for all types of operations, from the more conventional food and food equipment manufacturers to the adjacent enterprises that partner with them, such as the Purdue University College of Agriculture.
Food industry marketing expertise—from retail to food-service and food-service equipment— is a natural outcome of having deep knowledge in every facet of a business’ operation. With 10 years in branding and business development, preceded by 15 years in mass media and promotions, Stephanie is an FMI Emerge mentor, holds an executive-level expertise in sales, marketing, media, and production management.
This exceptionally diverse skill set adds value for NewPoint clients by providing a full complement of perspectives on food-industry brand management endeavors.
Wired for a hawkish attention to detail while also maintaining a high-resolution view of the big picture, Stephanie is uniquely able to provide astute branding direction and simultaneously apply the business principles necessary to squeeze more bang out of every marketing buck.
A member of the Forbes Agency Council and quoted in the New York Times, USA Today and Adweek, Patrick Nycz is the author of Moving Your Brand Up the Food Chain: Marketing Strategies to Grow Local and Regional Food Brands. He is an FMI Emerge mentor, an American Advertising Federation’s Silver Medal Award winner, and the Founding President of NewPoint Marketing, a full-service food industry marketing firm focused on food industry brands On a mission to grow.
Patrick’s vision for NewPoint emerged from his team’s success using this proven model for food industry clients and is fueled by NewPoint-funded food buyers and food manufacturers research around tracking consumer, industry, and ongoing food trends.
Since starting her 20-year career in commercial graphic design at one of the foremost catalog retailers in the world, Kristy’s visual branding skills have organically narrowed into the food-industry niche.
In that time, she’s directed graphic identities for snack food and restaurant startups, print materials for multiple agricultural seed companies, display graphics and merchandiser signage for major food-equipment manufacturers and everything in between.
Today, as one of the key brand architects for NewPoint clients, she continues to lead our visual research & development team, always working to find the innovative median between the best practices worth honoring and the accepted rules worth breaking.