November 1, 2012

Cover Story

Taking the Leadership Reins

Let’s face it—when you create a concept, work to perfect it, f...Read More

Featured Articles


Sustainable Business Awards


Best of Business 2012

Ready for Takeoff

Special Report
Energy Development in the Uintah Basin

Editor's Note
Small Ideas Can Lead to Big Change

Legal Briefs
Crowd Control

Money Talk
Build Your Wealth

Economic Insight
A Time of Thanksgiving

Lessons Learned
Ready to Roll

There’s an App for That

Letting Go

Business Trends
Bank Balance

Living Well
Lead by Example

Around Utah
Around Utah

Sabrina Stover: Instilling a Culture of Recognition and Reward

Roger Andrus: Helping Utah Businesses Find Their Niche



Ready to Roll

Kodiak Cakes Creates Winning Distribution Recipe

John Coon

November 1, 2012

Define your brand early in the game.
One of the things Target found appealing about Kodiak Cakes was the unique position the company carved out in the pancake and waffle mix market. Clark made the decision many years earlier to focus on producing whole-grain, all-natural products. He resisted the temptation to add a white flour pancake and waffle mix into his product line because he knew it would make his company no different than dozens of larger competitors.

Aim for excellence.
For Clark, offering a quality product has proven to be worth more than any amount of promotion or advertising. “It does take time for a big company to look at you,” Clark says. “If you don’t have a really excellent product that has a unique place in the market, the big guys are not going to look at you. It doesn’t matter how much passion you have. You really do need to have something unique, different and good that people talk about.”

Page 12
Utah Business Social
UB Events View All
Best Companies to Work For 2015Utah Business Event
Dec 10, 2015
Utah Business magazine is thrilled to announce the 2015 Best Companies to Work for Event! This y...
Community Events View All
Empowering Self and Others: Become and Awakener
Dec 1, 2015
Uncover the secrets of empowerment. Whether you are a parent, a teacher or a Coach, you’ll find ...
Secrets to Financing your Business
Dec 1, 2015
Register:  |  90 South 400 West, Ste 650 Salt Lake City, Utah 84101   |  (801) 568-0114

Advertise with Utah Business

Submit an Event

* indicates required information
* Event Name:
Price (general):
Website (if applicable):
Coordinator's Name:
Coordinator's Email:
Coordinator's Phone:
Venue Name:
Venue Address:
Venue City:
Venue Zip:
Event Capacity:
* Event Description: