Trajectory Favorite Things: Brand edition #4

Trajectory Favorite Things: Brand edition #4

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As a brand strategy and activation firm focused on healthcare, personal care, wellness and lifestyle, our Trajectory team members are obsessed with brands that help us to get healthy, feel healthy and live healthy.

From a personal story that you’re drawn to, to packaging that simply and beautifully attracts, to a lifestyle brand that creates a vibrant and interactive community within its users, we can’t get enough of our favorite brands.  This week, VP of Business Development, Rick Zaniboni, lists three of his favs.

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I love Kuhl, a terrific outdoor lifestyle brand that delivers well-crafted, durable and stylish outdoor apparel. The company was founded by three skiers and a rock climber and has built up an impressive line of rugged, yet stylish pants, shirts, jackets, sweaters and outerwear for like-minded and aspiring adventurers. Khul has also created an impressive digital and social brand platform that authentically reinforces their brand promise of “Born in The Mountains.” Visually stunning, is easy-to-shop and home to multiple role model bloggers, gear reviews, trip reports and content built around “Mountain Culture” for a community of like-minded, stylish adventurers.

Izze – All Natural Flavored Juice Beverage

I drank my first Izze at a Chipotle. I was drawn to the glass bottle, vibrant color of the juice and simple labeling.

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Crisp, sweet and satisfying, I loved that first Izze even more than my first burrito bowl. I quickly scanned the ingredients after my first swig to see if this would a one time guilty pleasure or genuine, healthy alternative beverage. To my surprise the ingredients read: Fruit Juice Blend (Filtered Water, Apple, White Grape, Orange and Grapefruit Juice Concentrate, Sparkling Water, Citric Acid, Gum Arabic, Red Radish Juice (Color). No High Fructose Corn Syrup? Not even Cain Sugar? And no artificial food coloring? They use Red Radish Juice to color their Grapefruit Izze! How cool. Izze is a winner and now a healthy favorite of my entire family.

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Another huge winner in my book is Chipotle, not only because they introduced me to Izze, but for numerous other reasons. Primarily because my mouth and my tummy love them! The food tastes fresh and nutritious and I don’t feel like a pig after eating a giant Carnitas Burrito Bowl. I feel satisfied. I believe this all stems from Chipotle’s promise to deliver “Food with Integrity” and the fact that, as they say “Real Ingredients Just Taste Better.” They serve only 100% non-GMO, fresh, local produce and meat from real farms that raise their livestock in open space and don’t inject them with all kinds of hormones and antibiotics. Chipotle not only tops my list in the Fast Casual dining space, my daughter and I will travel well beyond our intended path just to dine at one, it is iconic in my mind as one of the few brands that live its promise or a true “Brand with Integrity”.

Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.