Notes from Bigger Than This, by Fabian Geyrhalter

Notes from Bigger Than This, by Fabian Geyrhalter

I discovered Fabian on the Futur's Youtube Channel, talking with one of my biggest influences in design, Chris Do. Fabian was talking about becoming a brand strategist and I was immediately curious for more, so headed to Amazon to pick up his latest book. The book...

When Meat Eaters and Vegans Want the Same Things

When Meat Eaters and Vegans Want the Same Things

In the last post we identified underlying reasons people might eat meat. Now we'll look at why people avoid meat and then crosscheck for common reasons, with a basic idea generation technique. The goal is to spark new branding ideas for plant-based industries. Just a...

Why Do People Eat Meat? A Brand Strategy Perspective

Why Do People Eat Meat? A Brand Strategy Perspective

Meat used to be the default. Folks ate it, but never really chose it. But as it becomes easier to eat plant-based, meat increasingly becomes a deliberate choice. Here we're looking at the reasons people choose meat. Companies have brands. People have brands. And...

Greenwashing Meat

You've gotta love Gretta. I mean there are plenty out there who don't. She's young, she's loud, she's vegan and she's unapologetic. I've heard her called a prat, and I'm sure this is the nice version of it. This years COP26 is not yet over and while our...

3 Vegan News Resources from Different Perspectives

Here are some websites I visit to learn what's going on in the world, and which often inspire ideas for marketing and branding in the plant-based sphere. Looking at topics from different perspectives is helpful - having empathy is crucial to branding. Meat industry...

Plant-based Market Positioning

The first rule of branding, marketing, or any kind of design (according to us), is to start with Why. Tapping into deeper motivations of customers is, when possible, simply where you start. They'll connect with your brand to reinforce their identity - it'll work at...

Branding for Climate Change

This one is personal. Since climate change was popularised under the moniker Global Warming in the 1988, thanks to the vision of NASA scientist James Hansen, the prognosis has got significantly worse. As an Australian, I'm mortified that the country has seemingly...