Edible Brands: Crafting Moments Through Experience Marketing
In episode 484 of Total Retail Talks, Editor-in-Chief Joe Keenan engages in a thought-provoking dialogue with Kevin Keith, the Chief Marketing Officer of Edible Brands. This dynamic company, known for its commitment to celebrating life’s most cherished moments, includes the beloved Edible (formerly Edible Arrangements) among its diverse portfolio.
A Journey Through Brand Evolution
Kevin Keith offers a comprehensive overview of Edible Brands and its array of offerings, highlighting how the company is transforming into an experience-driven entity. From the onset, Keith emphasizes the importance of creating a cohesive brand experience across various channels, crucial for connecting with today’s consumers.
Omnichannel Branding: The Edible Philosophy
During their conversation, he unveils the intricacies of maintaining brand consistency across Edible’s omnichannel presence. “Creating an engaging experience isn’t confined to just one outlet. It’s about curating a journey across multiple touchpoints,” Keith notes, implying the necessity of a unified approach in modern branding.
Innovative Store Models: A New Era of Gifting
Edible Brands has adopted four distinct store models, each tailored to enhance customer experiences. As the conversation progresses, Keith elaborates on how these models allow the brand to cater to diverse consumer needs.
Experiences That Redefine Gifting
Edible Brands is at the forefront of modernizing gifting, shifting from traditional methods to experience-centric offerings. “We aim to transform the mundane into the extraordinary,” Keith asserts. This visionary approach not only places Edible among the leaders in the quick-service dessert space but also establishes it as a go-to destination for unforgettable gifting experiences.
Targeting the Youth: A Shift in Marketing Strategy
Keith acknowledges the brand’s strategic shift in marketing channels to attract younger consumers. He discusses how understanding consumer trends and behaviors help Edible to innovate effectively. “We’re not just selling products; we’re curating emotions,” he explains, shedding light on how the brand taps into the sentiments of its audience.
Balancing Heritage with Innovation
One of Keith’s key insights is about maintaining a delicate balance between the brand’s rich heritage and its evolving identity as a purveyor of “everyday indulgence.” By honoring its roots while embracing change, Edible Brands positions itself strategically for growth, particularly during the busy Q4 gifting season.
The Role of Technology in Personalization
In an era where personalization reigns supreme, Keith discusses the crucial role that technology and data play in enhancing customer experiences. Edible Brands employs advanced strategies to tailor experiences for each customer, ensuring that every interaction feels unique and valuable.
Securing a Bright Future
As the year draws to a close, Keith outlines the myriad opportunities that lie ahead for Edible Brands. “We’re particularly excited about the Q4 season,” he notes, hinting at exciting future campaigns that will resonate with consumers.
Meet Kevin Keith: A Leader in Branding
Kevin Keith is not only the CMO of Edible Brands but also a seasoned marketing executive with over two decades of experience. Before joining Edible, he served as Chief Brand Officer at Orangetheory Fitness, playing a pivotal role in shaping its identity. His diverse career also spans leadership roles at notable companies like The Coca-Cola Company and various marketing agencies.
With a B.B.A. in International Business from Lee University and insights from the University of Cambridge, Keith brings a wealth of knowledge to Edible Brands, driving innovation and strategic growth.
Conclusion: Edible Brands Redefines Gifting
The conversation between Joe Keenan and Kevin Keith in this episode of Total Retail Talks paints a vivid picture of how Edible Brands is reshaping the landscape of gifting through experience-driven marketing. By prioritizing customer experiences and blending tradition with innovation, Edible Brands stands poised for a promising future, creating moments that matter.
For further insights into Edible Brands and its initiatives, visit their official site: Edible Brands and follow Kevin Keith on LinkedIn here.
By adopting a focus on experience and emotional connection, Edible Brands exemplifies how companies can thrive in an ever-evolving market. Explore more about the transformative power of experience branding today!
