WestJet, Molson, John Deere… it’s easy to rhyme off some iconic brands. If you close your eyes you can even picture their logo or corporate colours. Dig a little deeper and you recognize that you even have some feelings about the companies around you.
If you search the word “brand”, you’ll find close to a billion references. Len Kahn says the definition he likes is “a collection of perceptions in the mind of a consumer.”
Len talked with Shaun Haney of RealAgriculture.com on the Mind Your Farm Business podcast about farm brands. It’s obvious why a farm that sells direct to consumer would want to build a well-known trustworthy brand. But what about a commodity cash crop farm?
Kahn says there’s a simple reason you should think about your farm brand, no matter what you’re selling: Brands attract money.
Click here to listen to the full podcast.
Many marketers wonder where consumers get information and who they trust, especially around science-based topics like vaccines, GMOs, nutrition and healthcare. With the advent of Donald Trump and his infamous screeds against the mainstream media (#FakeNews), information providers are under ever-increasing scrutiny. And the media marketplace is becoming ever more crowded and fragmented. But what … Read More
From panic-buying, to quarantinis and now health and immunity, Canadians are more focused on the how, where and availability of their food thanks to the covid pandemic. Consumers are adopting vocabulary that’s normally reserved for processors (remember the French Fry fiasco?), and greater interest in local food is shaking up the retail supply model. Kahntact … Read More
A recent episode of Between the Rows, the Glacier FarmMedia podcast, features our very own Len Kahn talking about significant issues facing the Canadian cattle industry. With the traditional beef burger facing new competition from alternative non-meat proteins, should Canada’s cattle producers be concerned? Food marketing experts Jo-Ann McArthur of Nourish Food Marketing and Len … Read More