The Value Proposition Is the Consideration under Evaluation
DOLLARS AND SENSE
“So what am I buying here?” And better yet, “Is it worth it?” This is the fundamental question that goes through your customer’s mind when you make an offer. Some call it value for money. Others call it a consideration. But whatever they call it, it’s a judgmental...
Intrinsic Motivation is the Driving Force Behind Success in the Marketplace
I CAN DO THIS!
One of the most common questions our audiences ask is, “What keeps you going in the face of adversity, setbacks, and roadblocks?” They want to know what it takes to keep going – no matter what! Basically, they are looking for the ingredients of tenacity and the...
Use Style Guides to Send a Consistent Message
THE BRAND DRESS CODE
It’s so noisy out there that if you don’t use a style guide to keep your team on purpose, you’ll be lost in the competitive din! It’s hard enough to build a personal brand without scrutinizing every avenue of your communication. Whether it’s visual, audible, or...
Retail Branding Design is More of a Solution than a Creation
UNDERSTAND THE CHALLENGE
Unfortunately, many new CPG product designers think that branding design has an open door to the world of all possibilities. They mistakenly think that they have wide latitude to create new, disruptive designs that they believe will be distinctive, attractive, and...
Value Based Pricing is All Relative
A MOVING TARGET!
How do you achieve value based pricing? Is it your idea of the value of your product, or is it what it cost you to produce it? Is there some outside, independent measure of value? Or is it based on a perception? These are the questions branded product producers...
Cradle-to-Grave, Your Product Life Cycle is Fraught with Challenges
MURDER OR SUICIDE?
Most brands aren’t killed by the competition so much as they die from self-inflicted wounds. This is especially true with branded products in the consumer packaged goods space. During the 20 years we spent building the famous Barefoot Wine brand, it almost died on...
Brand Purpose Gives Your Customers a Social Reason to Buy Your Products
WHAT DO YOU STAND FOR?
Consumers today realize that they are voting with their purchases. The world we live in is the result of the products we buy. It’s not enough for brand builders anymore to provide the best, the cheapest, or the most for the money. Now, more than ever, your brand must...
7 Missing Line Items in Most CPG Business Plans
I DID NOT KNOW THAT!
CPG Business Plans Vs Reality The day after you launch your new consumer package goods product, your business plan takes a back seat to your cash flow projection. The CPG business plan is a great way to theorize how things are expected to unfold in the marketplace....
3 Big Risks of Rebranding
IF IT AIN’T BROKE, DON’T FIX IT!
Most brands don’t die because they are murdered by the competition. Most brands die of self-inflicted wounds. In the time we built the Barefoot Wine brand, we saw many brands come and go in the marketplace. Most of them fell victim to their own rebranding campaign....
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