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)
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Katrina Fox is an award-winning vegan journalist, publisher, speaker, PR consultant and media trainer who teaches vegan business owners, entrepreneurs and change makers how to get free publicity by sharing their stories. Katrina was a regular contributor to Forbes for a year, writing about vegan and plant-based business. She is the founder and editor-in-chief of Vegan Business Media, the host of Vegan Business Talk podcast, and the author of Vegan Ventures: Start and Grow an Ethical Business. Katrina is also the creator of Vegans in the Limelight: Online PR course for Vegan Business Owners and Entrepreneurs. For more information and to hire Katrina, email her at katrina [at] veganbusinessmedia [dotcom]