As your consumer brand business develops, it will move through 4 distinct stages. It’s critical to the survival of your brand to recognize what stage you are in and what each requires before you get there and run into a wall. Understanding what to look for and what to...read more
IN RELATION TO WHAT?
It’s really hard to give folks a good deal! This is especially true when your price matches a point that is not known for high quality. We ran into this perceived value challenge when we started Barefoot Wine. Our concept was to produce a product that delivered the...read more
BE THERE FOR THEM!
This is the time of year when your key players are thinking about making some changes, changes that may negatively affect you or positively affect you. That’s why this is the best time to recommit yourself to the folks who hold your brand together and show them that...read more
DID YOU MAKE THE CUT?
New Year’s means a lot of things to a lot of people, but in the CPG world, it’s life or death! January is by far the most challenging and perplexing month of the year. It is unlike any other month, making it a surprise for most new CPG brand builders. It was for us!...read more
RUN IT UP THE FLAG POLE – SEE IF ANYONE SALUTES!
When most people think of consumer packaged goods (CPG) branding, they immediately think of brand names, logos and catchphrases. Even though there is a ton more to successful branding, like distribution, merchandising, packaging and positioning, it is the name, logo...read more
THE MISSING LINK
Guess what skill is most often missing that dooms the greatest number of startups. Ironically, it’s the same critical skill that is generally not taught in entrepreneurial schools. It’s the same skill that drives business, provides the feedback, and improves the...read more