When we become so engrossed in meeting our direct customers’ needs, we forget who runs the show – the consumer. The relationship between companies and consumers is not unlike a pair of love-struck teenagers. Although dogged in its pursuit, the company doesn’t quite understand why the consumer plays hard-to-get. Meanwhile, the consumer just wants to find a company it can trust, and until then, will continue playing the field. 

Food and beverage marketers are lucky – people are passionate and highly particular about what they consume. So, it isn’t surprising that the masses would want to be “friends” with food and beverage brands in social media. Do I want to be friends with prime rib and a frosty lager? Absolutely!

We are a nation obsessed with food – not just consuming it, but discovering it, preparing it, and more recently, talking about it.  Where does our obsession come from? Maybe it’s because we have so much more information than ever before. The more information we get, the more we crave. 

When it comes to a brand, most believe it resides in the province of marketing. That is an often fatal falsehood that almost always leads to failure, a distrust of brand in general and being left in the dust by the competition. The truth is the province of brand resides in the C-suite, with the leader of the entire operation, whether it is the CEO or the owner. If it doesn’t, the brand will fail.

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