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A new branding and innovation development initiative for Irish food and drink companies was launched last night during Bord Bia's Brand Forum event. Over 120 industry representatives who gathered in the National Library of Ireland heard how Bord Bia has developed a comprehensive step-by-step process and branding and innovation workbooks based on global best practice in addition to input from well known Irish food brands including Flahavan’s, Keeling’s and Green Isle.
Speaking at the Brand Forum Michael Carey, Chairman of Bord Bia, said “The benefits of branding are well documented; they can control a company’s direction and are considered more valuable as consumers perceive they are “worth it”. This new programme will assist companies develop their brand positioning and strategy.Over the coming months, Bord Bia will introduce clients to new branding tools and workbooks, with guidance on how they can be utilised to ensure marketing and innovation plans are grounded in consumer reality and research.”
The branding programme incorporates aspects such as brand creation, brand management, research and communication briefs. It is an interactive process that asks questions, provides useful templates and brand models whilst highlighting examples of successful brands. At the end of the process, participating companies will have a blueprint for their brand that puts the consumer at the heart of the business in guiding marketing activities and ensuring efficient use of the money invested. Helen King, Head of Insight and Innovation, Bord Bia emphasized the importance of branding and innovation in the Irish food and drink industry. “This sector is fortunate to claim brands of great power and provenance but in an increasingly competitive environment, dynamic branding and innovation are equity generators and critical for success.” said Ms King. “Should companies adhere to the work streams outlined in our new workbooks; the investment can offer a sustainable competitive advantage and increase chances of success” she added.
The innovation programme is designed to help companies increase the chances of success when bringing new products to market, by providing a series of checklists and putting the consumer at the heart of the innovation journey. To compete successfully in the market, Irish companies must offer new, value-added products, in line with customer trends and market demands. “Innovation of new products, services and brands that connect with consumers gives a company real opportunity to move in to higher margin areas, to have more protectable income streams and to build a strong relationship with the retailer.” added Ms King.
Bord Bia’s Brand Forum
Other keynote speakers on the night included Adrian Crean, Managing Director of McDonald’s Ireland, who presented on the evolution of the McDonald’s brand and David Cotter, Ireland Manager, Proctor & Gamble, who outlined why he believes the Irish food and drink industry should be building brands with power and provenance. He shared his expertise on brand development by building emotional connections with consumers that will deliver genuine value to a business.
For the past 12 years, Bord Bia’s Brand Forum has provided a platform for food, drink and horticulture brand owners, and aspiring brands, to grow their business, by coming together to share their expertise and ideas. Events and workshops take place throughout the year where industry and academic experts present on issues specifically pertaining to brand marketing in the food and drink arena. The Forum promotes the importance and advantages of the branded route to market and provides a platform to develop brand skills in a practical and cost effective manner, in the company of peers and industry experts. For more information, visit www.bordbia.ie/brandforum