Podcast: Branding over Wine
How to Increase Market Share – The Case of Decommoditizing the Potato
Ingeborg Blaauw, Aviko’s intl. marketing manager, explains how the brand surpassed $1Billion by adding more value to the most generic of products – the potato. A case study on over a decade of outstanding marketing work:
- Bringing the potato higher on the decision-making tree;
- The role of the potato and ‘the cooking week’;
- Emotional sameness and universal concepts;
- Patterning, segmentation, and behavioral design;
- and more
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