Sam Waterfall speaking at World Juice 12, Barcelona, Spain

On Tuesday 17 October I was speaking in the NPD Stream at the FoodNews World Juice 2012 Event. Following an excellent opening keynote presentation by Zico Founder Mark Rampolla and a series of discussion style interviews, the 400+ attendees made their way to a number of focused streams for the afternoon learning.

I was speaking in the New Product Development (NPD) stream alongside Datamonitor on Global Juice Beverage Trends and talks on Sustainability. My topic was “How to Push Brand Value”.

The morning’s discussions highlighted the industry’s concerns over commoditisation, the threat of the ‘high in natural sugar’ story and the difficulty faced by those trying to add meaningful consumer value to the category. [..]

Sam Waterfall speaking on Brand Trust in Bad Hofgastein, Austria

In October 2011 I was invited by B&B (Brigl & Bergmeister) to address their 9th International Label Conference – a vast affair attended by the world’s leading printers, paper manufacturers and label innovators. The event was held in the heart of the Austrian Alps in the exquisite spa resort of Bad Hofgastein.

My talk was on one of my favourite topics; the importance of building brand trust. It’s becoming ever more important and brands that fail to systematically increase their levels of consumer trust face future PR crises at best and more likely sales decline and reduced brand preference.

In my presentation to the conference I revealed not only why brand trust is more important than ever, but also 3 strategies that you can start implementing today in your business. You can watch a video summary of my presentation here:

It used to be the case that your product was simply the product that you made. But it’s plainly true that that today that is no longer the case. Today your product is more than the product you make, it’s the packaging it comes in and the story that comes with that packaging in the mind of your consumer. It’s also the consumer trends that are inextricably wrapped around your product which give it extended meaning for the user. And, perhaps most importantly, your product is now its entire supply chain which is increasingly transparent to consumers who are interested to know about your sourcing, your hiring, your staff treatment, your health and safety, your sustainability, etc.

At the end of the video above as part of my presentation on building brand trust, I reveal 3 proven strategies and illustrate them with examples which show how other organisations are embracing the idea of building brand trust and how you can strengthen brand trust in your business too.

For more information on how you can build brand trust or if you would like me to speak at your event, please contact me directly sam @ thehmt.com

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Here he is! National Speakers Association Hall of Famer, Mort Utley, reminding us about finding those ‘Ponies’ out there!

This week I’ve taken a few days off work and was in a reflective mood when I [..]

Sam Waterfall - Chilling Out at the Ice Bar Copenhagen

Working on a project for the makers of Probably the best lager in the world. This was a little downtime outside of our Healthy Marketing Brand Positioning and Innovation Workshop in Copenhagen.

My first experience of the Ice Bar beyond London’s Regent Street. Somehow it felt so much more authentic here in Scandinavia at the heart of the Danish capital. Well worth stopping by, it’s right next to one of my favourite Copenhagen retreats – Hotel 27. Enjoy the bar where everything but the floor is made of perfect crystal clear ice from the famous Torne River in northern Sweden.

Sam Waterfall

Ice Bar CPH