Positioning an Ethnic Brand for Mainstream Retail

Selling a food or beverage product goes way beyond quality and flavour. Before any opportunity to sample, consumers make their initial purchasing decisions based on packaging and their understanding of the brand. Learn how to meet customers where they are and present your brand as a solution to enriching their lives and the lives of their loved ones. We will do this by exploring: - Concepts like origin story, brand archetypes and personalities, ideal customer profiles and the competitive landscape - You will learn how to encapsulate all of this into a positioning statement - You will see numerous examples of how other successful ethnic brands went to market - We wrap up with practical examples of how to leverage your marketing to showcase your brand effectively.