Building A Breakthrough Brand

What makes good branding? Today consumers are bombarded every time they shop, how do you build a brand that stands out, speaks directly to its target audience, and becomes a part of their daily routine? 

In this episode, we dive into the creation of Best Behavior, a cereal brand that’s redefining what it means to be an adult in the breakfast aisle. Co-founder Aron Pobereskin and creative director Cyrus Blais discuss the creative process and strategy for crafting a cereal that bridges the gap between indulgence and wellness for grown-ups.

Best Behavior managed to craft a unique identity in a crowded market, balancing health benefits with indulgent flavors, and creating packaging that stands out on the shelf. We talk all about branding; Creating visual distinctiveness, understanding your audience, and the power of authentic storytelling. We dive into the realities of launching a new brand, including budget constraints and the concept of “good enough” in product development.

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HERE’S WHAT WE DISCUSSED

• 00:00 Intro
• 01:18 The inspiration behind Best Behavior Cereal
• 03:28 Market research and identifying the white space
• 11:15 Packaging and branding
• 20:20 The “show, don’t tell” approach to branding
• 26:19 Creating a memorable brand identity
• 35:10 Breaking conventional cereal packaging rules
• 39:01 Challenging consumers and standing out on the shelf
• 41:51 The importance of team values in brand identity
• 46:34 Lessons learned as a brand operator
• 49:22 Working within constraints in startup branding
• 53:21 Career advice for aspiring professionals
• 58:52 Closing

BEST BEHAVIOR’S FOUNDING STORY

As a busy chef, Aaron Poporeskin paradoxically found himself eating poorly after exhausting late-night shifts in the kitchen. Best Behavior was born from his need for a convenient and fast meal that was still nourishing, combined with his keen observation of a gap in the adult cereal market. Teaming up with creative director Cyrus Blais from Interact Brands, they set out to create a cereal that marries culinary expertise with innovative design, challenging the notion that cereal is just for kids. With sophisticated flavors and striking packaging, Best Behavior, a chef-crafted cereal brand, is redefining what it means to have a responsible – or irresponsibly delicious – breakfast.

SIMPLICITY AND AUTHENTICITY BUILD TRUST IN BRANDING

Best Behavior Cereal’s approach to marketing demonstrates that less can indeed be more. By avoiding exaggerated claims and letting the product speak for itself, they’ve created a brand that respects the intelligence of adult consumers. 

The brand’s success lies in its understanding of its target audience. By focusing on sophisticated flavors and clean, stylish packaging, Best Behavior differentiates itself in a market often dominated by childish imagery. They recognize that adult consumers appreciate nuance in both taste and marketing and have tailored their approach accordingly.

STRATEGY DEVELOPMENT FOR BEST BEHAVIOR CEREAL

Developing a cereal brand for adults isn’t just about changing flavors – it’s about reimagining a childhood staple for grown-up tastes and values. Best Behavior dug deep into the strategy, looking beyond surface-level market research to find the real tension points in the cereal aisle.

Their approach was to be tastefully bold; Tapping into cereal nostalgia while elevating the experience. Sophisticated flavors that don’t alienate, health benefits without the health washing, and a brand that’s relatable but never childish.

LEARN ABOUT ARON

Born in Park Slope, BK, and raised between Maplewood, NJ, and Deerfield, IL, Aron Pobereskin detests self-penned biographies and believes himself to be “from” defining moments and relationships in his life, rather than geographical locations. A childhood neighbor with a green thumb, the television shows “Unwrapped” and “Emeril Live,” as well as a lack of talent for T-Ball encouraged Aron to pursue an early hobby and later career in professional cookery; high school internships in the kitchens of Charlie Trotter, Grant Achatz and Rene Redzepi crystalized Aron’s professional understanding of excellence, his personal aspirations in character building and leadership, and his unique approach to creative problem solving—all are demonstrated in his recent efforts toward developing food and beverage products and businesses.

Dedicated to his friends, energized by community, and perpetually in pursuit of good cooking, Aron finds his greatest joys in preparing and sharing meals with people he loves paired with old-world wines. On his own time, Aron prefers to be on his road bike bombing down Los Angeles canyons in pursuit of turbo speed, re-watching the West Wing, lost in the transcendent music of Paul Simon, and studying the lives and times of deceased presidents and premiers of great nations and civilizations.

LEARN ABOUT CYRUS

Cyrus Blais lives in Portland, Maine with his beautiful wife, Sarah, and amazing dog, Gus.

Before moving to Maine, Cyrus lived in worked in New York City working for a wide array of national and global brands including PepsiCo, Kraft, DrPepper/Snapple, Anheuser-Busch, and Target. 

Cyrus also has extensive experience working with founder-led and entrepreneurial clients of all shapes and sizes. His work has been recognized by The One Show for Creativity, ADC Awards, Typographers Club, GDUSA, and The Clios. Cyrus currently works as a Creative Director at JKR NY.

QUOTES

“We wanted to deliver people a brand and flavors that they felt like they could relate to, but that was still elevated.” – Cyrus Blais

“We say less we show more. We’re not pandering to our consumers with our nutrition claims. We don’t say this is going to be delicious. We don’t say this is going to be healthy. You can just tell.” – Aron Pobereskin