A Recipe For Branding Success

By Peter Cronin | Thursday, June 2, 2016 | No Comments

There’s a lot of talk these days about the myriad health benefits associated with consuming “pre-industrial” foods. A ton of research and a succession of books, articles, and even films like “Supersize Me,” have inspired the rise of a diverse cultural group dedicated to eradicating the chemically colored, flavored, and modified stuff you find packaged on the average grocery shelf.

Amid the crowded cacophony of expert voices on the subject, author Michael Pollan stands out. Like the diet he advocates, Pollan keeps things simple. With his book, “Food Rules,”* the author manages to distill a lot of history and some complex, powerful ideas about food into easily digestible morsels for maximum impact.

Pollan provides an important lesson for anyone working to build a durable, authentic brand that gets noticed in a crowded, noisy marketplace. He keeps his “food rules” short and potent (“If it came from a plant, eat it; If it was made in a plant, don’t,” and “Don’t eat breakfast cereals that change the color of the milk.”). He gets right to the heart of his message. He gets heard.

And while it’s admittedly difficult to focus and gain clarity on what separates your business from the pack when you’re juggling the responsibilities associated with the job at hand, it’s essential to take the time to dig deep to define that unique difference, to whittle your message down to its unique essence.

Just as he advocates for honest food with few ingredients, Pollan manages to say a lot with very few words, providing a tasty reminder that simple and real make for a savory combination and can provide the perfect recipe for branding success.

*Pick up the expanded edition of “Food Rules” featuring the wonderful illustrations of Maira Kalman.

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