“I JUST LOVE THAT BRAND!”
Some brands instantly make you smile. They seem to take on almost human personality traits we can all identify with. Consumers seem to be drawn to attractive brand personality traits. It's definitely a personality contest out there. The question is, where does your...read more
COMPARED TO WHAT?
The first price your customers hear or see is the price from which they will reference all future pricing messages. In other words, the first price is the anchor that they will keep coming back to in their minds when considering higher or lower prices for the same...read more
BUT HOW IS IT DIFFERENT!
There's so much noise out there in the competitive market, it's only natural for customers to notice and be attracted to products that have differentiated themselves. They are drawn to the unique features that set those products apart from their competitors....read more
Every CPG business wants to win in the market. They all want the competitive advantage. Many of them break into the market with a bang, but are unable to sustain their competitive advantage, and go out with a fizzle. The real challenge is not to just gain the...read more
THEY CAN’T BUY IT IF IT AIN’T THERE!
Too often we hear CPG brand builders bragging about how they have finally achieved shelf placement at some big box or chain store. But, broadly distributed CPG brands are only as good as their ability to maintain and expand their retail shelf presence. With our...read more
I’VE GOT A GREAT IDEA, SO PAY ME!
We often hear, “I’ve got a great new product idea, so pay me!” It’s as if the person with the new product idea thinks that the idea itself is worthy of compensation. For the most part, it’s not. It’s usually a very long and arduous journey from ideation to...read more
EXPERIENCE IS THE GREATEST TEACHER
If you are looking for actionable information on building a Consumer Packaged Goods brand, also known as a CPG brand, you have come to the right place. We don’t just talk about it, we actually did it. We took a CPG brand all the way from ideation to monetization. We...read more
THE BRAND BONE YARD
Ever notice how some CPG brands just disappear from the market place? One day they are in the store like they have been for years and the next, Poof! They’re history! This phenomenon is usually caused by structural flaws in the Brand Architecture of the acquiring...read more