BXP - Vol 3 No 7 October 2019 - 15

15

Dombkowski, who is also no slouch intellectually and holds a Ph.D. in mathematics

ship with trends; I also have a love-hate rela-

from Rice University, was convinced that she

tionship with consumer insights. A big part of

could save children's lives by partnering with

being a great innovator is being suspicious when

these two proven innovators. "Ashley says

people tell you something is on-trend or simply

to me, 'I'm going to go out and get money,

that consumers want it."

and we'll fund this idea and you're going to be
the first person I call,'" Cornyn recalls. "I said

Consumers often don't come to the product-

something along the lines of, 'Yeah, yeah, yeah'

testing table with the same commitment

to her. But then Ashley went out, got our first

and rigor as product developers and

round of funding-$13 million-and called me to
say, 'Let's do this.'"

marketers. It often comes down to the
simple fact that for most consumer testers
being part of an insights group is not their

'SUPERSTAR' MARKETER

day job.

Cornyn brings to Before Brands a diverse background that ranges from concept building, prov-

"The more ethnographies you do as an inno-

ing and prototyping to copy writing, marketing

vator, the more you realize," Cornyn explains.

and package design. His body of work includes branding

"There are a lot of contradictions in the con-

and marketing roles with household names such as Klondike Ice
Cream Bars, Betty Crocker and Yoplait Frozen Yogurt, in addition
to working with a variety of start-ups, including contestants on

sumer feedback. As an innovator, you have to
unpack these conversations and their contradictions to get to the nuggets."

the Lifetime TV show Supermarket Superstar.
Instead of treating consumer feedback as prescriptive, Cornyn
Each episode of the business-competition television series fea-

urges marketers and innovators to look at feedback to uncover

tured three aspiring food entrepreneurs competing for a chance

the "truths" behind them. He holds SpoonfulOne as an example.

to win $10,000 in cash.

"If you surveyed a million moms around the country [at the time
of Before Brand's origination], none of them would have said, 'It'd

Cornyn played a large role in the winners' successes, as much of

be great if there was this snack that you could eat every day that

each episode was devoted to Cornyn's work with contestants

would help prevent a food allergy,'" Cornyn says. "We had to com-

on the marketing details of their products, including positioning,

municate a need state that a mom may not even be aware of."

logo and packaging.
FIVE STEPS TOWARD BRANDING SUCCESS
This is in addition to Cornyn's experience as CEO and founder

Cornyn also discovered five guidelines that help guide branding

of DINE: The Food & Drink Agency. Cornyn founded the firm to

teams to success. "I always tell my teams to focus on five things.

help food entrepreneurs and established CPG companies launch

My first rule is to be ready for the Why? If you come up with a

and promote disruptive new food products and brands. DINE

new idea, don't be surprised when people ask, 'Why did you make

positioned new food brands, designed new food packaging and

the decision to do x, y or z?' You have to have a business reason.

created marketing plans to support food companies in a variety

You'd be surprised how many people answer the why question

of categories including snacks, dairy, produce, frozen, yogurt,

with, 'This one is my favorite because it's cool.' Always have a

spices, ethnic foods, cocktail mixers, and restaurant and

credible answer to the why question and have rigor."

foodservice ingredients.
Cornyn's second guideline is to "tell stakeholders what they want
TRENDS VERSUS TRUTHS

to hear and deliver what they need." He explains, "There are a lot

During his long and varied career, Cornyn learned to focus on

of voices in a project saying, 'This is what we need to accomplish'

"truths" versus "trends." He explains, "I have a love-hate relation-

or 'That's what we need to accomplish.' I tell my teams to start

BXPMAGAZINE.COM


http://www.bxpmagazine.com/

BXP - Vol 3 No 7 October 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 7 October 2019

BXP - Vol 3 No 7 October 2019
Contents
Editor's letter
Chief Experience Officer Series: Chris Cornyn
Debate: How Brand And Marketing Experts Can Better Reach Generation Z
Active & Intelligent Packaging Technology Trends
The toolbox
Index of advertisers
The list
BXP - Vol 3 No 7 October 2019 - Intro
BXP - Vol 3 No 7 October 2019 - BB1
BXP - Vol 3 No 7 October 2019 - BB2
BXP - Vol 3 No 7 October 2019 - BXP - Vol 3 No 7 October 2019
BXP - Vol 3 No 7 October 2019 - Cover2
BXP - Vol 3 No 7 October 2019 - 1
BXP - Vol 3 No 7 October 2019 - Contents
BXP - Vol 3 No 7 October 2019 - 3
BXP - Vol 3 No 7 October 2019 - 4
BXP - Vol 3 No 7 October 2019 - 5
BXP - Vol 3 No 7 October 2019 - Editor's letter
BXP - Vol 3 No 7 October 2019 - 7
BXP - Vol 3 No 7 October 2019 - 8
BXP - Vol 3 No 7 October 2019 - 9
BXP - Vol 3 No 7 October 2019 - 10
BXP - Vol 3 No 7 October 2019 - 11
BXP - Vol 3 No 7 October 2019 - Chief Experience Officer Series: Chris Cornyn
BXP - Vol 3 No 7 October 2019 - 13
BXP - Vol 3 No 7 October 2019 - 14
BXP - Vol 3 No 7 October 2019 - 15
BXP - Vol 3 No 7 October 2019 - 16
BXP - Vol 3 No 7 October 2019 - Debate: How Brand And Marketing Experts Can Better Reach Generation Z
BXP - Vol 3 No 7 October 2019 - 18
BXP - Vol 3 No 7 October 2019 - 19
BXP - Vol 3 No 7 October 2019 - Active & Intelligent Packaging Technology Trends
BXP - Vol 3 No 7 October 2019 - 21
BXP - Vol 3 No 7 October 2019 - 22
BXP - Vol 3 No 7 October 2019 - Index of advertisers
BXP - Vol 3 No 7 October 2019 - The list
BXP - Vol 3 No 7 October 2019 - Cover3
BXP - Vol 3 No 7 October 2019 - Cover4
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