Making An Exhibition Of Yourself

DON'T MAKE AN EXHIBITION OF YOURSELF

Strolling around The Speciality Food show (without doubt the best food producer's outing of the year) it struck me how badly informed so many of the exhibitors are and how few brands are genuinely geared for success.

First there are those brands that might look alright in Aunt Mildred's tea emporium but have as much chance of going further (poor packaging, dull literature and a ropey stand) as I have being asked to pass on my tennis wisdom to Andy Murray.

Then you find a selection of those, 'well past their sell by date' brands, who've simply been treading the boards for too long. They'd claim their all encompassing appeal makes them timeless, but in truth their time in the sun is up and hanging around the beach too long with a few half-hearted line extensions just leads to red faces all round.

Worst of all are those brands that have been hoodwinked by big agencies to spend too much money looking slick and polished and in so doing losing a large chunk of their soul. I could cry the number of times I've seen a tired frosty regime imposed on a once fun and free-thinking brand.

Unfortunately Foodie entrepreneurs often have too much on their plate which is why they they are often wooed by big insincere agencies.

The real strength of a feisty young brand is having the strength to do things their own way and the conviction to stick to their guns. At Purple Pilchard, an agency geared at the specific needs of personality-packed niche brands, we encourage small brands to be proud of their uniqueness and not to fall over backwards to follow the crowd.

Always check the client list of your chosen agency and if it only contains clients like Heinz, Unilever or McVities you know its time to finish your coffee and run.