Episode 59 – Exploring Brand Strategy Tips for Natural Product Businesses

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In Episode 59 of The Wendel Forum (originally aired on April 14, 2012, on 960 KNEW AM radio), show host Dick Lyons welcomes Morris Shriftman, a brand strategist for natural foods and green products, and CEO of Mozart, Inc. (A classical music fan, Morris’ company name carries the name of the great composer and is a double entendre on his name: “Mo’s Art.”)  He also serves on the board of the American Botanical Council, which provides consumers with credible information about plants and herbs used in natural medicine.

Morris Shriftman of Mozart Inc. visits The Wendel Forum studio

Morris Shriftman of Mozart Inc. visits The Wendel Forum studio

A marketing expert, Morris has been focused on the natural food and alternative medicine industry since 1970.  He began as brand consultant in New York.  In the 70’s, he met the founders of Tree of Life and was hired as vice president of marketing, where, he says, he gained a “360 degree perspective” on the wellness industry, handling product creation, development, manufacturing, packaging, distribution, marketing and retail partnerships.

Tree of Life became both a major national distributor of natural products and had its own line of branded natural products.  Among other things, Morris designed the well-known “Tree of Life” logo.  In 1985, when Tree of Life was sold, he founded Mozart, Inc., which “creates products and builds brands for companies doing the right thing, including using healthy ingredients, removing objectionable ingredients and having the courage to be transparent.”

Dick and Morris discuss how natural products companies can communicate their message to retailers and consumers, a particular challenge for smaller, undercapitalized companies that can’t afford the marketing practices of larger companies, such as product placements, public relations, trade advertising, events marketing or consumer advertising.  Those companies have to be inventive, Morris says.

Fortunately, social network marketing is an inexpensive way to reach a narrow audience of people who share similar values, what Morris calls “narrowcasting” (as opposed to broadcasting). Better than a new logo or slogan, narrowcasting permits a small company to convey its mission directly to communities that will be drawn to the mission.  That happened for Avalon Natural Products where Morris was brought in as senior vice president of marketing. 

He led the company to eliminate allergens and artificial and petroleum-based ingredients, including parabens, a preservative implicated in breast cancer.  Avalon’s “consciousness in cosmetics” mission resonated with The Breast Cancer Fund, an organization that informs women about the environmental causes of breast cancer. Collaborating with The Breast Cancer Fund and networking with other women’s health organizations and green scientists became a major driver in Avalon’s marketing.  That kind of work, Morris explains, can distinguish a company and create empathy with consumers.