Whole Foods – Fulfilling the brand promise

Tom Dougherty, CEO – Stealing Share

6 March 2013

Whole Foods roof garden a nice start

Good job Whole Foods. There are many things you must accomplish to have a successful brand. Having a brand position that is the single most persuasive thing you can say to prompt a change in the market is number one.

Once you have that position, you must fulfill its promise. If you are about simplicity, for example, you must be simple and clear in everything you do. If what you produce does not fulfill that promise, then don’t do it.

“It would just be a gimmick without Whole Foods’ emphasis on healthy and local food. Instead, it’s a fulfillment of a brand promise.”

Companies often trip over the fulfillment because they make exceptions and don’t use their imagination for ways to capture attention. This takes great discipline.

So it was great relish to see that a Whole Foods store near Boston is actually growing a mini farm on its roof, selling the produce below.

Whole Foods rooftop gardenIt’s a small thing. It’s only happening at one store, as far as I can tell, and I can’t imagine it’ll supply the whole store for the year, although the store is claiming it will grow 10,000 pounds of food in a year. But it is exactly this kind of thing that makes a difference once you have a brand.

It would just be a gimmick without Whole Foods’ emphasis on healthy and local food. Instead, it’s a fulfillment of a brand promise.

 

See more posts in the following related categories: Brand promise Fulfilling the brand Whole Foods brand

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

How feasible is the Toys R Us return?

  Toys R Us return   Tom Dougherty, CEO - Stealing Share 13 February 2019 How feasible is the Toys R Us return? It appears the rumors of Toys R Us demise are greatly exaggerated. Tru Kids Brands announces that it has begun the Toys R Us return by reopening stores in...

Amazon FreeTime frees kids and grandparents

  Amazon FreeTime   Tom Dougherty, CEO - Stealing Share 12 February 2019 Amazon FreeTime frees kids and grandparents As I am living it up as a grandfather, I’m developing a fond new appreciation for kid brands. Take, for instance, Lego. I hadn’t thought about the...

BB&T-SunTrust merger just the start

  BB&T-SunTrust merger   Tom Dougherty, CEO - Stealing Share 11 February 2019 BB&T-SunTrust merger just the start The proposed BB&T-SunTrust merger represents the beginning of a whole new era of banking. Now, I’m under no illusion that mergers like this...

 

Share This