SOMETHING THEY WILL REMEMBER
So many successful brand builders watch helplessly as the entrepreneurial spirit of their brand begins to fade as their company grows. It gets simplified and watered down with each new generation. The increasing division of specialized labor that you can finally...read more
We started in our laundry room with no money and no knowledge of our industry, and ended up in the boardroom of the world’s largest wine company. Now, you can listen to the true story of how we built the Barefoot Wine brand! But don’t worry, we’re not just going to...read more
MORE THAN MONEY
Probably the biggest hidden cost in any business is the cost of turnover. Not only do you lose all your training efforts, but you are out the cost of replacement. You have to advertise, spend time vetting, interviewing, and onboarding. Then you have to train the new...read more
What do you think when you hear about how committed a company is to the environment and then see their product in a single-use plastic container? Corporate disconnect at best, hypocrisy at worst? Almost every company today says they are concerned about the environment...read more
SWAG OR DRAG?
Don’t you just hate it when you get one of those free pens that goes dry in a few uses? How about a t-shirt you can see through after four washes? How do you feel about a company that proudly puts their name on a brand new piece of junk and hands it to you? They...read more
What is the #1 cause of startup failure? They simply can’t pay their bills. So why have bills that are not directly related to sales? We advise startups, especially in the CPG space, to outsource everything except Sales, Accounting, and Quality Assurance (also known...read more
STAY ON BRAND!
There’s so much noise out there, you don’t have the luxury to try to be all things to all people. You must focus on the core value you offer to your customer. We are successful consumer brand developers but we made a ton of mistakes before we finally achieved our...read more
“THAT’S MY BRAND!”
Our friend called us last week and recommended a new brand of granola. Guess what? We went right out and bought it! Why? Because we trusted our friend. And ultimately, isn’t that the very best form of advertising, a personal referral from an “advocate”? Personal...read more