Putting the CAST into Podcasts
Real Life Episodes
Everybody and their brother has a podcast these days. Podcasts are exploding! Is it because of the education, inspiration, or celebrities? That’s what the listeners will tell you. But the elephant in the room that nobody talks about is that podcasts are on fire because they... read more
Your Vaccine Can’t Get To You!
NOT UNLESS YOU HAVE RESPECT FOR EVERYDAY CPG DISTRIBUTION CHALLENGES
“Brussel sprouts!” That’s what our Traffic Manager replied when Michael asked her why we missed a delivery of Barefoot wines. “Yes! The brussel sprouts all come in at the same time and they pay more for the trucks! They’ll be no more trucks available for over... read more
Big Business Cuts Off Politicians Who Challenged The Vote
BRAND IMAGE WINS!
We have written volumes on brand image, what it is, how you get it, and more importantly who owns it. Yes, who owns your brand image. The marketing folk would like you to believe that you own your brand image. Yes, you promote what you want... read more
CPG Brand Building Requires Baby Steps – Careful and Deliberate
WALK BEFORE YOUR RUN
CPG brand builders must have a comprehensive strategic plan that moves them in the right direction. In order to develop a strategic plan, you must start with your long-term goal in mind and work backward. In other words, “Why am I doing it?” where the “it”... read more
January is a Critical Month for CPG Brand Builders
MAKING THE CUT
Happy New Year! January and February are the months when the Big Chains look at your sales for the past year and decide whether to discontinue (“DC”) your products or leave them in for another year. This is why it’s so important to push for displays... read more
Pioneers Have to Break the Ice but are the First to Benefit
FASTER HORSES!
Henry Ford once said, “If I had asked people what they wanted, they would have said, ‘Faster Horses!’” The trouble with trying to sell something new to the market has always been the same: Is the market ready for your solution? Or better yet, does the... read more
Americans Are Getting a Crash Course in Distribution Management
THE BACKBONE OF OUR STANDARD OF LIVING
COVID-19 vaccines have been developed! YAY! They have been produced and approved! YIPPEE! They are sitting in the warehouse. WAIT! WHY CAN’T I GET IT NOW? As CPG brand building advisors with real world experience on how to build a successful brand, we are taking a... read more
Tell a Story to Build Your Brand
THEY BOUGHT THE STORY
Our business, like many businesses, was totally dependent on sales. At first we thought our customers, who were distributers, retailers and the general public, would be swayed by superior features and benefits, and, to a degree, they were. But when our sales really began to take... read more