Edible Brands' CMO Kevin Keith discusses the strategic shift from a product-first gifting service to an "experience brand," focusing on creating emotional connections and memorable moments for customers. This episode offers valuable insights into rebranding, managing a multi-brand portfolio, and adapting to evolving consumer expectations for personalized and experiential retail.
Key takeaways
Understand the strategic rationale behind rebranding from a recognized product name (Edible Arrangements) to a broader experience-focused brand (Edible) to reflect expanded offerings and future aspirations.
Learn how to move beyond transactional relationships by leveraging physical presence, digital platforms, and product innovation to create immersive brand experiences and emotional connections with consumers.
Examine how to effectively communicate a new brand narrative to both existing and new customers during a significant brand evolution.
Consider the operational aspects of building an experience brand, including aligning supply chain, storefront design, and customer service to ensure consistent, elevated experiences across all channels.
Adapt to modern consumer behavior trends by focusing on personalization, convenience, and offering experiences that go beyond just the product.
In episode 484 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kevin Keith, chief marketing officer of Edible Brands, a family of consumer brands focused on celebrating life's most meaningful moments, including its flagship brand Edible, formerly Edible Arrangements. Listen in as Keith provides an overview of the business and its family of brands (1:25),…
Understand the strategic rationale behind rebranding from a recognized product name (Edible Arrangements) to a broader experience-focused brand (Edible) to reflect expanded offerings and future aspirations.
What does this episode say about retail & omnichannel?
Learn how to move beyond transactional relationships by leveraging physical presence, digital platforms, and product innovation to create immersive brand experiences and emotional connections with consumers.
What does this episode say about dtc strategy?
Examine how to effectively communicate a new brand narrative to both existing and new customers during a significant brand evolution.
What does this episode say about brand & content?
Consider the operational aspects of building an experience brand, including aligning supply chain, storefront design, and customer service to ensure consistent, elevated experiences across all channels.
What does this episode say about brand & content?
Adapt to modern consumer behavior trends by focusing on personalization, convenience, and offering experiences that go beyond just the product.
