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 marketplace? 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
THE SYMBOL, WORD, AND SLOGAN THAT IDENTIFIES YOUR PRODUCT
Successful branding begins with the target market customer, by identifying the specific niche or sub-niche the product or service will satisfy. All other branding decisions flow from that identification. The logo, the slogan, the packaging, where a company advertises...read more
YOUR MESSAGE VS THEIR PERCEPTION
Shelf Brand Positioning CPG brand builders are constantly jockeying for position. They know that their brand will live or die based on its position on the shelf. Too high, too hard to reach. Too low, won’t get noticed. Eye level is where they strive to be. And it’s a...read more
SHORT-TERM PROFITS OR LONG-TERM BRAND EQUITY?
We are international speakers on entrepreneurship. We've spoken it more than 50 schools teach entrepreneurship internationally. We've also given more than 50 keynotes to large industry conferences and summits. One of the questions we often get is, “Do we need a new...read more
PACKAGING ALTERNITIVES MAKE DOLLARS AND SENSE
When Michael was a boy, his first job was a courtesy clerk for the local Safeway supermarket. One of his duties was sorting pop bottles. In those days plastic was relatively new and was not yet widely used in packaging. Soft drink manufacturers had to use glass to...read more