VBT 144: Rachel Cook on brand strategy & consumer intelligence for vegan & plant-based brands

In this episode I interview Rachel Cook, founder of The Kinder Way in Boston.

Rachel is a brand strategist, consumer intelligence expert, and data storyteller who brings decades of experience in the corporate sector to accelerate the growth of the vegan and plant-based industry.

Rachel has held leadership roles at a well-established Fortune 100 retailer, a restaurant-focused market research supplier, a successful retail design firm and several high-profile advertising agencies. Her experience spans the food, fashion and beauty sectors.

Her data-driven, forward-thinking strategies have delivered strong outcomes for the organizations she’s worked with, including growing the global sales of a multinational apparel and home fashions value retailer by $10 billion.

Rachel has recently become a regular guest contributor on Vegconomist, the vegan business magazine, and is working on her first book.

In this interview Rachel discusses:

• What data storytelling is and why it’s important

• The difference between ‘market research’, ‘consumer insights’ and ‘brand strategy’ and why are they important

• Why vegan and plant-based brands need to go further than focusing on solely sales data, packaging or ingredients

• What ‘favorability’ and ‘permissibility’ are, how Big Meat is taking advantage of them, and why vegan and plant-based brands must take them into account

• How she grew the global sales of a multinational apparel and home fashions value retailer by $10 billion

• How to create a sustainable brand and revive an existing one that may have plateaued

• And more

This episode is also available as a video:

Find out more about The Kinder Way and Rachel Cook on LinkedIn

The Meat Industry is Playing to Win. Here’s How Plant-Based Brands Can Steal Their Playbook! (Article by Rachel Cook on Vegconomist)

RESOURCES:

My Online PR Course for Vegan Business Owners & Entrepreneurs: Vegans in the Limelight

My book Vegan Ventures: Start and Grow an Ethical Business

Services: Work with me

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