An Interactive Branding Moment: Your Take on This Brand Please!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

This is a brand that I have known about for years, since we lived in Los Angeles.  We have been foodies for a long, long time.  I subscribed to every food magazine, and every month I would chose a dish to make using one of the recipes.

 

Some of the ingredients were hard to find in our usual stores, and I would have to shop in stores that carried the not so common items. Those stores carried the items under the Melissa brand in small packages.

 

In lieu of hearing our thoughts about this brand,  I would like to hear your thoughts, here are my questions?

 

Does this brand Communicate its unique value?

Does this brand image tempt you to find out more?

Does the type style in this logo communicate the brand position?

Does the slogan mean anything to you?

I will respond to each comment with our thoughts on this brand identity.

Have fun!

 

 

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Written by Ron & Alexandra Seigel-

 

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— Ron & Alexandra Seigel, Managing Partners 

 

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Ambassador
2,657,706
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

If I look at the truck quickly I see fancy stuff only.  Not a brand for our area and maybe an epicurean specialty store?

Dec 15, 2020 02:09 PM #23
Rainmaker
1,797,923
Bob "RealMan" Timm
Ward County Notary Services - Minot, ND
Owner of Ward Co. Notary Services, retired Realtor

A. it's a good slogan. The image is great with the beautiful food BUT it doesn't make me want to find out more... it just makes me want to eat. Unique value... I can't say so because if I see a whole semi-truck of food I'm not thinking unique, I'm thinking "there is a whole truck of veggies". Brand position? Maybe in the thought: "Oh, there is someone competing with Dole". 

Veggies

Dec 15, 2020 02:20 PM #24
Rainmaker
5,166,623
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bob "RealMan" Timm thank you for that great comment.  They are not ccompeting with Dole at all, their specialty are things like morel mushrooms, and bitter melon, things that Dole does not grow.  Goes to show what so so branding will do, it easily confuses.  A

Dec 15, 2020 02:30 PM #25
Rainmaker
5,166,623
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Ed Silva It definitely is for epicureans, but these days, many stores in California carry a lot of the same epicurean items.  They may differ in different geographical areas in our CA, but I think I can find similar stuff on Amazon.  A

Dec 15, 2020 02:35 PM #26
Rainmaker
3,510,635
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Ha ha had to smile, I have never ever noticed these guys it is good to be ambitious and say you are Global but where is the back up?? I would have mistaken them for a local delivery truck:))Endre

Dec 15, 2020 08:58 PM #27
Rainmaker
5,166,623
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Endre Barath, Jr. Global is a BIG claim, isn't it?  So delighted to hear your interpretation.  Thank you for taking time to answer this.  A

Dec 15, 2020 09:05 PM #28
Rainmaker
3,399,223
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

Never heard of that brand, but the message is clear, at least to me it is

Dec 16, 2020 12:28 AM #29
Rainmaker
1,093,377
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

I don't think the logo agrees with their branding statement Delivering the Global Market. The image is good for foodies and so I believe they are aiming not at a broad spectrum of the market, but a smaller segment who will appreciate what they do. However, I still feel they need to bring the message and the logo and image together more. Just my opinion.

Dec 16, 2020 07:48 AM #30
Rainmaker
5,166,623
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray I appreciate your comment and your assessment of the brand. A

Dec 16, 2020 07:52 AM #31
Rainmaker
5,166,623
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nick Vandekar, 610-203-4543 I appreciate your opinion, and that is what makes us buy or not buy somebody's brand.  Thank you for taking the time to do that.  Happy Wednesday.  A

Dec 16, 2020 07:55 AM #32
Ambassador
4,476,154
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

                     

Dec 19, 2020 07:54 PM #33
Rainmaker
2,353,159
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hi Ron and Alexandra Seigel - it certainly communicates that there is a source for had to find food.  I know my source stores for this but I am still looking for Calibrian Tomato Paste.😏

Dec 20, 2020 05:17 AM #34
Rainmaker
1,697,635
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

I never heard of Melissa's and am not going to read any of the other comments before commenting myself.

Looking at this, I would think Melissa's was probably an organic vegetable delivery service. I would not be interested in finding out more about them, based on this truck alone. 

Now I'm going to go read all the comments to see what it really is.

Dec 20, 2020 06:37 AM #35
Rainmaker
5,166,623
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Grant Schneider Hmm, I have not seen that Calabrian Tomato Paste in my journeys through the markets.  I will check Bristol Farms this Tuesday to see if they have any...

Melissa's does communicate that, but why use a carrot for the logo.  This vegetable is not hard to find.!  A

Dec 20, 2020 07:04 AM #36
Rainmaker
5,166,623
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kat Palmiotti they do not deliver to homes, just the markets.  From what I know, they do not strictly adhere to organic.  I recently read a recipe for a Meyer Lemon Tart using Melissa's Meyer Lemons.  Every market in town has Meyer lemons, and have two trees on my deck...A

Dec 20, 2020 07:06 AM #37
Rainmaker
1,659,939
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg Real Estate

Although cute, I find the main company name to be blurry. I had to actually figure out what letter a carrot was. 

No it does not compel me to find them online. I might look for their products now for some harder to find veggies, etc.  In fact, I can't even read their web site address because it's too small.

Dec 20, 2020 12:37 PM #38
Rainmaker
152,622
Kris Collis, Associate Broker
Smart Way America Realty - East Stroudsburg, PA
Professional Results you Expect 570-801-5525

A, while the colors are vibrant and capture your attention and make you think about food, Melissa and her carrot do not connote a "global market" to me.  I sense a disconnect here.  A missed opportunity it seems given the cost to brand entire side of truck.

Dec 20, 2020 03:29 PM #39
Ambassador
2,016,059
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Ron and Alexandra Seigel I must say I have never heard of them here on the East Coast -GladKathy Streib  featured this as I missed it 

Dec 21, 2020 10:51 AM #40
Rainmaker
599,434
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

I've heard of this brand.  Quick glance gives me the impression they sell fruits and vegetables.  The carrot in the logo makes it memorable.  That's about all I get from it--and , I guess, they use packaging for their foods.

Dec 22, 2020 10:58 AM #41
Rainmaker
256,220
Janice Zaltman
United Realty Group - Boca Raton, FL
South Florida Residential Real Estate

This brand is not in my area. Like the truck and the name of the company. Don't like the slogan as I prefer to buy locally and organic when possible. Would like to find a company that works with local farmers or within a short radius. Global would work for those looking to find  specialty items. When I think of it, most products are marketed by national companies although when you read the package could be from another country. 

Jan 02, 2021 06:24 PM #42
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