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Small company with big insights

I came across Pomme Bebe as part of my work with the Merage School of Business, which is focused on the art and science of strategic innovation.

I usually write about large national brands, so why post about this start up formed by two UC Irvine alumni? Because I believe marketing leaders at Fortune 500 companies could learn a thing or two from this new venture.

Pomme Bebe's positioning wonderfully simple: Fresh organic baby food. No marketing over think. No spin. It is clear, relevant and differentiating to young health-conscious mothers.

The company's founders understand their customers and have created a unique retail experience to reinforce the brand promise. At its retail location in Newport Beach Pomme Bebe offers moms and their babies a tasting bar to sample the food and decide which concoction the bundle of joy prefers. Moms can relax and socialize in the bebe lounge while enjoying a fresh squeezed drink. The store also offers a drive-up service for moms who need to pick up an order but can't get out of their car while baby is fast asleep. Indulgent? To be sure. But the brand is not trying to be all things to all people (another important lesson).

Lastly, the brand design feels joyful and optimistic and is applied consistently across the packaging, website (which offers moms the convenience of ordering online) and the in-store experience (a lesson perhaps drawn from Apple).

This is a start up with great potential to scale.