I watched the first instalment of Jo Malone’s High Street Dreams on BBC1 where the retail entrepreneur mentored two food businesses and gave them the opportunity to pitch to major supermarket purchasing teams.
I had been looking forward to it but came away a little disappointed as the entire focus of the project in both cases was to get the brand and packaging right. Sure this is absolutely critical but when you’re starting out, as both were, the key thing is surely to drum up interest and some sales to convince anyone to take a chance.
Check it out on BBC iPlayer and let me know what you think. This link won’t last for long.
When developing a product, there has to be a need (a ready made market) or a strong perceived need for it, and there have to be some very clear benefits for why it will sell.
I just felt the programme glossed over some of the more important elements to creating momentum around a brand, and indeed the cultural and organizational aspects of moving a business from your own kitchen to supplying a high street operation like Waitrose or Asda.
And just to square the cirle, I went looking for Muddy Boots burgers in Waitrose on Saturday, but there was no sign, and I’m assuming that the programme was made some time ago. A massive promotional opportunity missed there by everyone involved.
It brings the topic of brand into sharper focus. GyroHSR, an international B2B agency, recently staged a well publicised event with the question of whether ”Brand or Demand’ is the objective of marketing at its heart. I think brand is important, but it is definately not all that matters.