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TCHO is a San Francisco start-up, but it's not in the tech space, instead TCHO is a chocolate company, but one with a difference.

It's trying to create a new model for the category and business.

Here's what it's doing.

1. It's bringing real science to food

2. It's selling beta product to be tested in the field

3. It's trying to push beyond Fair Trade

4. It's selling chocolate in new packaging

5. It has a new way to sell chocolate- using flavor profiles like "Nutty".....

Here's the pack...



Here's a film that summarizes what they are up to.



It's great to see a company making such imaginative leaps from the get go, one can only hope that consumers appreciate their audacity.



Posted by Ed Cotton We are rapidly moving into a landscape where there will only be two models of marketing communication.

1.    An entertainment based model where marketers work hard to breakthrough the clutter. The goal is to raise awareness and to get people to like you.

2.    A utility based model- the brand provides something useful, good and meaningful to its consumers and perhaps the world beyond. Instead of just running regular ads, they are big idea platforms that inspire, encourage engagement and give something back.

If you don’t do either of these, you will die.

The “shouting” benefits model of marketing communication is about to become as extinct as a dodo.

So the challenge for brands that operate is to understand how they get to entertainment and/or utility.

The secret is the same as it has always been.

It’s all about having a disciplined strategic process that allows you to uncover the big idea.

Something that allows you to stand for something that’s way bigger than yourself or your category.

Once you have it, the opportunities become boundless.

It’s a place that comes from a brand truth, but expands way beyond that.

It can be like over the top entertaining emotional “Joy” of Cadbury’s chocolate or Omo’s philosophical belief that “Dirt is Good”.



Think only about small functional benefits and you will die.

It’s time to think big.

What are you about?

What do you believe in?
 

Posted by Ed Cotton