Special edition: Food for kids
Create an emotional link
The ultimate aim is to create an iconic brand – easier said than done. But creating an emotional link is crucial to this.
“It’s about every element of the business pushing in the same direction and bringing kids into the decision making process is key," said Butterworth. "Kids are very similar to adults when it comes to brands they engage with – a product has to create desirability, be aspirational and act as a social currency amongst peers.”
But in the end, at the heart of any successful brand must lie a really great product, she added.