Page 33 - Cubo - Winning In Plant-Based

Seems equally obvious, but again often missed
2) in the clamour to widen the sales base in the

short-term – when broadening out seems like

the easiest route to a quick win, good innovation
Define your and brand building takes a longer-term
perspective, where you can look beyond what’s

shiny and new in the category and build for

brand and long-term success

This doesn’t just involve getting the value
equation right, understanding the competitive
your aims environment, or driving distribution, it means

developing products that build authenticity into

the brand

Not every brand has to be super healthy, natural,

or emotionally charged, but all good brands
have at their core a clear and salient emotional

and functional positioning. This must be held
true when they innovate – so every extension
contributes to the brands power rather than

undermining it

Design against You can only achieve this if you are crystal

clear on what your brand stands for, and if you
accurately measure whether you are delivering
it and stay true this with your innovation

Stay true, even when it’s easier not to!

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