Morel Creative x Couture Brand Strategy

What

What does your brand do? Describe primary business for the next five years.

Visual content (video and photo) strategy and production revolving around our F.E.E.E.D. Framework and Process for comprehensive, holistic content strategies

Here's how it works:

Morel Creative: A turn-key solution uniquely tailored for future foods brands, combining strategic storytelling through our F.E.E.E.D. Framework with top-tier production to bring brand visions to life and drive impactful marketing outcomes. Because “Strategic clarity allows operational confidence.”

1. Ingredients: At its core, F.E.E.E.D. encapsulates five essential elements of a potent visual content strategy. Think of these as the foundation of any successful content recipe.

2. Dishes: Based on these foundational ingredients, we craft 'content dishes' tailored to the unique goals and challenges of each brand.

3. Tasting Menu: These dishes are then combined into a comprehensive 'content tasting menu'—a curated content program designed for optimal brand resonance and impact."

4. Food Prep: In this pivotal step, our skilled team gets to work, preparing and cooking up the content. Just like chefs in a bustling kitchen, we ensure every piece is meticulously crafted, ready to delight its audience.

5. Service: With precision and care, we plate and present the final content, ensuring it aligns with brands’ core values and objectives."

"Morel Creative is a catalyst for forward-thinking food and beverage brands championing sustainability and innovation. Harnessing the power of the F.E.E.E.D. Framework, we craft tailor-made visual narratives that resonate deeply, propelling brands beyond just the early adopters and into the mainstream conversation."

"Morel Creative is more than a visual content creator — we're your brand's strategic partner in storytelling. Leveraging our unique F.E.E.E.D. Framework, we design a holistic video and photo narrative tailored to elevate your brand's mission. From ideation to execution, we stand alongside you, ensuring every frame propels your brand's story forward."

"Morel Creative is your brand's strategic ally in the world of visual storytelling. Through our F.E.E.E.D. Framework we craft holistic video and photo strategies tailored to a brand's goals. From conception to creation, we're not just behind the camera — we're by your side, ensuring every shot drives your brand forward."

Morel Creative crafts strategic visual narratives for brands using our unique F.E.E.E.D. Framework, transforming your mission into compelling video and photo content.

**To A Six Year Old**

- Morel Creative is like a magic storyteller that uses pictures and videos to show how cool and special different food and drink brands are!

- We're like the chefs for your brand's stories. We mix cool pictures and videos to make your food and drink look amazing. Just like how a good chef makes your meal taste great, we make sure people love and remember your brand.

**Elevator Pitch**

- Morel Creative is a strategic visual storyteller for future foods and beverage brands. We don’t just create stunning videos and photos; we use our unique F.E.E.E.D. Framework to tailor content that drives brand goals. Essentially, we transform brand ingredients into compelling visual stories, ensuring they're memorable in the market. Think of us as **the missing link between a brand's vision and its visual voice**

- UPDATED: Morel Creative is the strategic visual storyteller for future foods brands shaping the next era of sustenance. Leveraging our unique F.E.E.E.D. Framework, we don’t just craft visuals; we tailor content that amplifies these pioneers' impact, ensuring their revolutionary offerings stand out in the market. We're the bridge, the missing link, between a brand's vision of a sustainable food future and its compelling visual voice

**Paragraph**

- Morel Creative is the brainchild of innovative thinking and passion for sustainable, future-forward food and beverage brands. We're not just content creators; we're strategic partners who understand the very essence of a brand and translate it into compelling visual narratives. Through our unique F.E.E.E.D. Framework, we dissect what makes your brand tick — focusing on Facts, Excitement, Entertainment, Education, and Differentiation. This holistic approach enables us to craft a tailor-made content strategy that resonates, engages, and most importantly, drives results. But our involvement doesn’t stop at strategizing. We take immense pride in being hands-on, producing the very content that becomes the voice of your brand. In a world saturated with fleeting impressions, Morel Creative ensures your brand doesn't just get seen; it gets remembered.

**”Brochure”**

*Crafting Culinary Narratives, One Frame at a Time.*

- Dive into the world of Morel Creative, where every snapshot tells a story and every frame is a journey. Specializing in food and beverage brands that embody sustainability and innovation, we're more than just a creative powerhouse — we're your brand's storytellers. Our unique F.E.E.E.D. Framework infuses strategy with artistry, capturing the very essence of your brand in visuals that not only delight but also educate and inspire. Discover the enchantment of Facts, Excitement, Entertainment, Education, and Differentiation, all masterfully woven into a cohesive content tapestry. But the magic doesn't end there. We're hands-on artisans, meticulously crafting each piece of content to ensure your brand's voice sings above the cacophony of today's digital age. With Morel Creative, let your brand take center stage, captivating audiences and leaving an indelible mark on their hearts and minds.

Why “Morel”

- provides a subtle nod to nature and organic growth while also giving room to emphasize the forward-thinking, innovative aspects of your brand. It offers both a touch of sophistication and a clear connection to sustainability

- Nature Connection: Morels are a type of mushroom, which immediately ties your company's identity to nature and sustainability. Given the emphasis on 'future foods' and the focus on a sustainable, climate-friendly food future, this association with a natural element can resonate well.

- Uniqueness: Just like morel mushrooms are unique and can be considered a delicacy, it subtly communicates that your brand is distinct and offers a premium, specialized service.

- Depth and Layers: Mushrooms, especially morels, have intricate layers and depth, much like the layers of storytelling and the depth of strategy you offer through The F.E.E.E.D. Framework.

Growth and Nurturing: Mushrooms grow by drawing nutrients from their environment, much in the same way brands grow by drawing from their story, values, and audience engagement. This can be a metaphorical representation of how you foster growth for brands.

5 years from now, your brand is on the front page for achieving something truly outstanding.

What does the headline say?

Winning Emmy and Oscar for Best Documentary about the Future of Food (Behind the Table)
Innovative visual content strategy and campaign amplifying a Future Foods Brand to record sales and instigating a paradigm shift in how consumers purchase food. Out with McDonalds, in with EveryTable.
"Morel Creative Revolutionizes Food Industry Storytelling: Sets New Standard for Visual Impact and Sustainability Advocacy!”

Adjectives

This exercise helps us to establish our brands personality, which contributes to our visual identity and tone of voice

Culture: How would our community describe us?

Innovative

Passionate

Sustainable-focused

Collaborative

Artistic

Evocative

Imaginative

Insightful

Captivating

Customers: How would we describe our customers

Forward-thinking

Ethical

Brand-conscious

Ambitious

Artistic

Imaginative

Voice: What is our personality? How do we sound to others?

Authoritative

Genuine

Articulate

Thought-provoking

Feeling: How do others feel after interacting with us?

Inspired

Empowered

Confident

Understood

Impact: What tangible impact do we deliver?

Transformational

Memorable

Engaging

Profitable

X-Factor: How are we different from others?

Expertise in 'future foods'

Unique F.E.E.E.D. Framework

Deep understanding of brand ingredients transforming into visual stories

Sustainable and ethical branding alignment

Distinctive

Pioneering

Trailblazing

Unparalleled

Matchless

Inimitable

Peerless

Maverick

Singular

Game-changing

Artistic

Evocative

Compelling

Imaginative

Poignant

Resonant

Captivating

Insightful

Enthralling

Mesmeric

Brand Statement

Morel Creative provides

Morel Creative provides strategic visual storytelling to innovative food and beverage brands in a conscientious and forward-thinking culture with a genuine, captivating, articulate and thought provoking voice. Helping them feel engaged and inspired and amplifying their brand's impact in the market.

Giving future foods brands an unfair advantage to usher in a new food order that is better for both people and planet

Personality

Sincerity

Ambitions

Friendly

Transparent

Mix of cheerful and serious. Fostering the future of food is serious, and we want to have fun with it

Excitement

Contemporary

Imaginative with a touch of realness

Daring

Youthful maturity

Competence

Rebellious in that we’re rebelling against traditional food practices, but that the new way has reliability

Evolving to become established

Artistic

Confidently humble ;)

Sophistication

A mix of rustic and sophisticated - Rustic Chic

Revolutionary

M.C. is exclusive but we want to make our clients accessible to their customers

Frank

Ruggedness

Rugged or Glamorous, ‘Glamping’ seems like a good description here

Definitely want some quirk but not so much that it alienates or confuses

Bold

Tough

Attributes

Landscape

Step 1:

Step 2: (Note: This one is a bit difficult for me)

Primary Customer Profile

Avatar A: Samantha

Profile: Samantha is the CEO and co-founder of "GreenGlow," an up-and-coming beverage company that specializes in plant-based, sustainable energy drinks. Her company is in its growth phase, with a product line that has already seen traction in niche markets and is now looking to break into the mainstream.

Background: Samantha, a former nutritionist, started "GreenGlow" after noticing a gap in the market for energy drinks that were not only healthy but also environmentally conscious. She's in her mid-30s, tech-savvy, and is active on social media platforms, especially LinkedIn and Instagram.

Mindset: She understands the power of branding and believes that a strong visual presence will be crucial for her brand to stand out in a crowded marketplace. Samantha is hands-on and often collaborates closely with her marketing team.

Value Alignment: For Samantha, sustainability isn't a trend; it's a way of life. She practices what she preaches, from sourcing ingredients ethically to using eco-friendly packaging.

Needs: She's on the lookout for a creative partner who understands the essence of "GreenGlow" and can translate it into compelling visual stories. Samantha isn't just looking for flashy designs; she wants her brand's values and mission to shine through every piece of content.

Barriers: In the past, Samantha has worked with agencies that delivered aesthetically pleasing content but lacked depth and connection to her brand's ethos. She's cautious about choosing partners who can genuinely resonate with “GreenGlow."

Aspirations: Samantha envisions "GreenGlow" as more than a brand; she sees it as a movement. She dreams of her product line becoming synonymous with sustainable energy and aims to build a community of loyal customers who advocate for her brand.

Avatar B: Alex Robertson

Age: 42

Gender: Male

Location: Chicago, Illinois

Profession: CEO of a growing Food & Beverage CPG brand

Company Revenue: $3-5 million per year

Education Level: MBA in Business Administration

Marital Status: Married, with one child

Interests: Food and beverage trends, entrepreneurship, brand development, new marketing strategies, golf, and traveling.

Shopping Habits: Prefers shopping online, but also values in-person experiences. Conscious about brand stories and their impact on consumer behavior.

Preferred Channels of Communication: Email, LinkedIn, Industry Events, Business and Marketing Blogs, Podcasts

Values: Innovation, growth, quality, effective communication, brand integrity

Pain Points: Struggling with effective brand storytelling, engagement with target audience, and standing out in a competitive market. Knows his brand needs better visibility and a more powerful online presence but isn't sure how to achieve this.

Goals: To elevate his brand's presence, increase customer engagement and ultimately drive more sales. Alex understands the need for a strong brand story and engaging content but isn't sure how to incorporate this into his marketing strategy.

Brand Interactions: Alex appreciates brands that offer solutions tailored to his needs. He seeks expert advice and appreciates thought leadership in the fields of marketing and brand development.

Avatar C: More General

Profile: Innovative leaders of food and beverage brands that are pioneering the next era of sustainable and health-conscious products.

Mindset: They recognize the crucial role that branding and storytelling play in market positioning and want to be at the forefront of their industry niche. They're not just in it for short-term gains but aim to make a lasting impact on consumer habits and the planet's well-being.

Value Alignment: Sustainability, health, and innovation aren't just buzzwords for them; they are foundational principles. They believe in voting with their dollars and fostering consumer habits that benefit both humanity and our environment.

Needs: These visionaries are seeking more than just content; they desire a strategic partnership. They want their visual content to not only be aesthetically captivating but also to resonate deeply with their target audiences, driving brand goals and fostering genuine connections.

Barriers: They've likely been frustrated in the past with creative agencies or professionals who didn't 'get' their vision or offered generic solutions that didn't resonate with their brand's unique ethos.

Aspirations: They dream of their brand setting industry standards, becoming household names, and playing a significant role in ushering in a new, sustainable food order. They envision a future where their products are not just consumed but celebrated for their positive impact.

Revenue

F.E.E.E.D. Framework Strategy and Process (strategy)
Content Creation and Implementation
Content management (maybe…. Partner to handle)
Merch - love the idea of merch down the line. Maybe we can make stuff out of Mycelium
Awards for sure
Education
Revenue from YouTube
Distribution
Maybe ads… would need a partner here as well
Other?

Awareness

Website
LinkedIn
IG / Other Social
Vimeo/YouTube/other video platforms
In person networking
Sponsorships
Speaking engagements
Podcasts
Email
Blog
SEO

Efficiency

CRM: Hubspot currently
Mailchimp Audience - need to build a newsletter and database
Not sure what else to put here…

Our Process

"With experience from collaborating with nearly 500 food and beverage CPG brands, I've distilled our best practices into the F.E.E.E.D. Framework. It's our secret sauce for elevating growth-stage brands, transcending the early adopter phase, and reaching a wider market.

Here's how it works:

1. Ingredients: At its core, F.E.E.E.D. encapsulates five essential elements of a potent visual content strategy. Think of these as the foundation of any successful content recipe.

2. Dishes: Based on these foundational ingredients, we craft 'content dishes' tailored to the unique goals and challenges of each brand.

3. Tasting Menu: These dishes are then combined into a comprehensive 'content tasting menu'—a curated content program designed for optimal brand resonance and impact."

5. Service: With precision and care, we plate and present the final content, ensuring it aligns with brands’ core values and objectives."

Here's a streamlined version tailored specifically for clients who have already decided to embark on this journey with Morel Creative:

---

"When you partner with Morel Creative, you’re not just getting stunning visual content; you’re embarking on a strategic journey tailored to ensure your brand shines brightly in the innovative food and beverage sector. Here’s a snapshot of our client journey:

**1. Dive into the F.E.E.E.D. Framework:**

At the outset, we'll introduce you to our exclusive F.E.E.E.D. Framework, which stands for Facts, Education, Entertainment, Excitement, and Differentiation. This is the backbone of our strategy, ensuring that your content is not just visually pleasing but also narratively compelling and strategic.

**2. Ingredients and Foundation:**

Progressing from our F.E.E.E.D. sessions, we’ll understand the essential elements unique to your brand. This foundational phase ensures we align our content strategy with your brand's core essence and goals.

**3. Crafting the 'Content Dishes':**

Drawing from our initial understanding, we tailor 'content dishes' — specific content pieces that address your brand's unique challenges and aspirations.

**4. Curating the 'Tasting Menu':**

We then curate a comprehensive content program designed for optimal brand resonance and impact. It's a strategic blend of content types and narratives, ensuring variety and consistency.

**5. Food Prep - Production:**

Our skilled team, just like chefs in a gourmet kitchen, meticulously crafts each piece of content, ensuring they align with the F.E.E.E.D. principles.

**6. Service and Final Presentation:**

We plate and present the final content, ensuring it meets our high standards and resonates with your target audience, aligning with your brand values and objectives.

**7. Continuous Engagement and Refinement:**

We're in it for the long haul. Post-delivery, we remain engaged, analyzing content performance, gathering feedback, and refining our approach to ensure ongoing success and resonance in the market.

Throughout this journey, our commitment is to strategically craft narratives that resonate, captivate, and differentiate your brand in the bustling food and beverage industry."

---

This version focuses on the post-sale process, ensuring clients understand the value and thoughtfulness that goes into every stage of their partnership with Morel Creative.

Given the comprehensive detail you've provided about the F.E.E.E.D. Framework and the Core Offers of Morel Creative, I suggest we integrate these into a coherent structure. Let's redefine the F.E.E.E.D. acronym to seamlessly represent the steps and offers.

## **The F.E.E.E.D. Framework**

### **1. Foundation (Ingredients):**

At its core, F.E.E.E.D. encapsulates five essential elements of a potent visual content strategy. These foundational ingredients set the tone for everything that follows, ensuring we're always aligned with your brand's vision.

### **2. Elaboration (Dishes):**

Based on the foundational ingredients, we craft 'content dishes' tailored to the unique goals and challenges of each brand. Each dish serves a different purpose, yet all work in harmony for brand alignment.

### **3. Ensemble (Tasting Menu):**

These individual dishes are then curated into a cohesive 'content tasting menu'. It's a comprehensive content program designed for optimal brand resonance and impact.

### **4. Execution (Food Prep):**

This is where our skilled team comes alive. Much like chefs in a bustling kitchen, we meticulously craft every piece of content. We ensure it's prepared to delight its audience, from a core promotional video to product stills.

### **5. Delivery (Service):**

Finally, with precision and care, we plate and present the final content. We ensure every deliverable aligns with the brand’s core values and objectives, ready for the market.

---

## **Core Offers:**

Here, the Core Offers serve as a direct application of the F.E.E.E.D. Framework. Your packages (Silver, Gold, Platinum) detail how you can tailor the F.E.E.E.D. process for brands at different levels.

For instance:

- A **Silver** package might focus more on laying down the foundational ingredients and crafting a couple of 'content dishes'. It's an introduction to the F.E.E.E.D. framework.

- The **Gold** package can be presented as an advanced taste test where you're not only focusing on the foundation but also curating a more elaborate 'content tasting menu'.

- **Platinum** offers the full dining experience. This is F.E.E.E.D. in its entirety, from the foundational ingredients to the final service.

---

When presenting this to potential clients, you can guide them through the F.E.E.E.D. framework and then showcase how each package (Silver, Gold, Platinum) maps onto the F.E.E.E.D. journey. This gives a clear picture of what they're investing in and what to expect at each stage of the journey.

Customer Journey / Prospect Pathway

Certainly! Let's construct the Prospect Pathway based on the elements you've shared:

---

## **Morel Creative's Prospect Pathway**

“When a brand partners with Morel Creative, we embark on a well-defined journey tailored for growth-stage food and beverage brands, particularly those pioneering the future of food. Here’s a snapshot of our process:

### **1. Irresistible Offer (IO):**

At this stage, Morel Creative provides a tantalizing peek into its capabilities, crafting an offering that resonates deeply with potential clients. This could be an educational webinar about the significance of visual storytelling for future foods brands, a downloadable guide on maximizing brand resonance with the right visuals, an e-book on the FEEED framework, or even a free audit/review of their current visual strategy. The key is to make this IO so valuable that it sparks curiosity and interest, opening the door to deeper conversations.

**Objective:** Generate quality leads and begin conversations.

### **2. Qualification Call:**

To ensure we’re a great fit, we have a brief 15-20 minute call. This helps us understand your brand’s current position, challenges, and aspirations. It’s a mutual exploration to see if our services align well with your needs. Here we gauge the prospect's current position, understand their goals, challenges, and whether they align well with our services.

**Objective:** Filter out non-ideal clients and streamline the sales process.

### **3. Logical Next Step (LNS):**

After ensuring the prospect's alignment with Morel Creative's ethos, the LNS offers a low-risk engagement to showcase your capabilities further. This could be a mini-project, like a brief visual strategy consultation or the development of a content strategy or calendar. It may be a 1-1 F.E.E.E.D. Framework Workshop. The LNS serves as a teaser, letting the client experience your expertise before they commit to larger engagements.

**Objective:** Cement trust and demonstrate tangible value.

### **4. Sales Call (For Core Offer):**

Once the client has tasted the value Morel Creative brings, they're ushered into a comprehensive sales discussion, delving deep into their needs and introducing them to the Core Offers. This is where we walk them through the Herbaceos, Truffle, and Saffron packages (or maybe uncover a need for a custom ‘Caviar’ package), helping them identify which one aligns best with their current needs.

**Objective:** Align our core services with your brand’s specific goals and aspirations to Convert prospects into paying clients.

### **5. Delivering the Core Offer:**

Post the sales call, the focus shifts to executing the selected package, ensuring the client experiences the full spectrum of Morel Creative's prowess.

Harnessing the power of our F.E.E.E.D. Framework, we craft impactful visual narratives for your brand. From engaging promotional videos and informative product tutorials to evocative product stills, we weave your brand’s story with precision.

**Objective:** Deliver stellar results and exceed client expectations.

### **6. Retainer Sales Call:**

After successfully delivering the core offer, the relationship doesn't end. Instead, it evolves. The next step is to present retainer options – monthly or quarterly packages that ensure consistent quality content for the client. This not only ensures a steady revenue stream for Morel Creative but also cements long-term partnerships.

We believe in long-term partnerships. Once our core project concludes, we discuss retainer options, offering you consistent, high-quality content and strategy services, ensuring your brand remains at the forefront of your industry.

**Objective:** Foster long-term relationships and secure recurring revenue.

### **7. Retainer Execution:**

With the client onboard for a longer-term partnership, Morel Creative continuously delivers value through regular content pieces, strategy refreshes, and periodic check-ins to ensure alignment with the client's evolving needs.

**Objective:** Retain clients, ensure their consistent growth, and receive referrals.

Throughout this journey, think of Morel Creative as the bridge between your brand’s vision and its visual voice. We don’t just produce content; we strategically craft narratives that resonate, captivate, and convert.”

---

This Prospect Pathway creates a streamlined and logical journey for potential clients, ensuring they're always presented with the right offer at the right time, increasing the likelihood of conversion and long-term partnership.

Customer Journey (Not sure what to put in the ‘post-card’ sections)

Customer 1

Need 1: a creative partner who understands the essence of [brand] and can translate it into compelling visual stories

Need 2: content that is aesthetically pleasing content and imbued with depth and connection to [brand]’s ethos. Content that can genuinely resonate with [brand].

Need 3: A strategic partnership to develop their visual content to not only be aesthetically captivating but also to resonate deeply with their target audiences, driving brand goals and fostering genuine connections

Discover:

Engage:

Act:

Return:

Recommend:

Customer 2

Need 1: Effective brand storytelling and engagement with target audience

Need 2: Standing out in marketplace

Need 3: Visibility and a more powerful online presence

Discover:

Engage:

Act: