We all love food and great dining experiences but how do you brand and market an amazing product or restaurant. Get 5 essential tips from Kacha Azema from @SkidmoreStudio. ThinkLikeAJournalist.com
Kacha Azema is the executive creative director for Skidmore Studio. He’s a former designer and digital strategist. Kacha understands how to combine messaging, tactics, and design to create an extraordinary impact. As Skidmore’s executive creative director, Kacha keeps everyone on track – both internally and externally. With oversight throughout research, ideation, and iteration, he maintains the strategic vision for our clients. While strategy can be purely functional, Kacha makes it personal. His greatest strength is in his ability to truly empathize with the customer and quickly identify that “one thing” that can create an emotional connection.
Icebreaker
I’ve never had a cup of coffee in my life!
Think Like A Journalist Quote
“Don’t count the people you reach, reach the people who count”. –David Ogilvy
Success Quote or Tip
“If I had asked people what they wanted, they would have said faster horses.” –Henry Ford
Career Highlight
Focus on clients who are in the business of food and fun.
In college, Kacha had a professor who was really tough on the students. It made Kacha realize that your craft must be done really well. When Kacha reached out to him decades later, his professor responded very warmly that Kacha has now become a peer.
When It Didn’t Work
Kacha was a young professional at a Chrysler brainstorming session with other high-level executives and creatives. He was intimidated and scared to participate. Find out what happened and what he learned from this experience.
We need to bring best ideas and best thinking…
Top Tips Eat, Think & Be Merry Five Essentials When Branding Food
Tips for Packaged Food
- Stop. Hold. Close. Stop: make the consumer take notice of the package. Hold the product and look it over. Close, take the product from the shelf and place it in the cart.
- Positioning on the shelf: what is your product’s personality?
- Differentiating: how you stand out. Do not copy other brands’ packaging. Win the aisle.
Tips for Restaurants
- Remember Branding over Marketing. A brand is a persona. Make it come to life and jump on the shelves. Ask, “If the brand were a person, what would he or she be like?”
- The menu matters. Graphic design of the menu is critical. Your menu and ambiance create a perception about the kind of experience the customer will have at your restaurant.
What is one piece of technology, video, multimedia equipment, or app that you just can’t live without?
The camera on the iPhone.
One book, documentary, blog, podcast, or Internet Channel to watch?
Eating the Big Fish, Adam Morgan
Get a free audiobook when you try Audible free for 30 days: www.audibletrial.com/TBJApodcast
OR to get a physical copy of the book…click the book title.
It’s an Amazon affiliate link. It won’t cost you more but it will send me a few coins to keep on building our crazy good content here. ?
Wine, Dine, and Play
Come out to Detroit and experience the food truck scene especially El Juapo.
Contact
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