225: Recipe for Brand Refresh with King Arthur Baking's Bill Tine

On this 225th episode of "Marketing Today," host Alan Hart interviews Bill Tine, the vice president of marketing at King Arthur Baking Company.On the show today, we talk about Tine's refresh of King Arthur Baking's brand, including the process and research that went into the refresh. We also discuss the impact of the current months on his business and the explosive growth that they've had.We start this episode by talking about some of Tine's favorite recipes. We then dive into our discussion about King Arthur's rebrand, which emphasizes their identity as a baking company. Tine shares insights from the rebranding process, including what they learned from consumer research and the value of their core team. Then we learn about how King Arthur has experienced significant growth during the pandemic. Reflecting on this moment, Tine says, "Baking has become at times a new national pastime." He shares how the company keeps its audience engaged. He says, "It's really the core of our approach that we want to help and inspire." He talks about the importance of building your audience so that you can reach out directly to your consumer. This discussion highlights how a company with a long history can rebrand effectively. Highlights from this week's "Marketing Today": Bill's favorite recipe. 01:24Bill's path to King Arthur. 02:13King Arthur's name change and a new identity. 04:09Rebranding while staying true to a long heritage. 05:30The rebranding process and insights along the way. 07:05The consumer research that went into the rebrand. 08:41Insights from consumer research. 09:50The effect of stay-at-home orders on their business. 12:41Ways they had to adapt to react to shifts and demands. 15:09Engaging with customers on their baker's helpline and beyond. 17:21Focusing on driving category growth. 20:28Advice for marketers who want to engage customers during this challenging time. 22:11Bill reflects on an impactful experience. 23:28Bill reflects on advice he would give to his younger self. 26:45Bill shares about an impactful purchase he made in the last 6-12 months. 27:59Are there any brands, companies, or causes that Bill follows that he thinks other people should take notice of? 29:21Bill's take on the top opportunity and threat facing marketers today. 31:45 Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.