DO YOUR MARKET ACCESS RESEARCH
“Go away!” “Forget about it!” “We don’t need it!” These are typical responses you can get when you try to gain access to the market with your new consumer brand. It is a shame to see perfectly good consumer package goods (CPG) brands getting shut out of distribution...read more
“SIX FIGURES IN SIX MONTHS!” – NOT!
Now-a-days it seems like everybody wants to work from home and make six figures in six months! The internet marketing folks are quick to pander to those who are believers. They are also quick to take advantage of impatient and inexperienced views of what it really...read more
IT’S ALL TIMING!
The calendar is a gold mine for brand builders in the consumer package goods (CPG) space. At Barefoot Wines, we used the calendar to lay out our brand building strategy two years in advance. We didn’t just look at it, we studied it! We wanted to understand the...read more
“I JUST SERVICED THE HELL OUT OF MY ACCOUNTS!”
We have been fortunate to speak on the same stage and become acquainted with Brian Smith, the creator and founder of UGG footwear. Brian’s brand building success story has all the thrills and chills you can expect from a startup that never quit. When Brian found out...read more
“WILL BE SOLD AT RETAIL”
Too many business plans over simplify the sales process. We have seen some that state under the sales section, “Will be sold at retail.” Good luck with that! As a society, we constantly underestimate the sales process. This popular “shopper’s” view of sales has no...read more
IT’S NOT THE PRICE OR THE QUALITY!
You may think that distributors will carry your consumer package goods (CPG) brand because your price is so low or your quality is so high. You may think that they will provide it to stores in their territory because the packaging is so cool or the product is so...read more
“I LOVE WHAT I DO!”
You want your people to take pride and ownership in your brand, right? You want them to use their experience, intelligence, and imagination to move it forward, right? But if you think, “They are well-paid and it’s their job,” you would be overlooking important keys to...read more
DON’T MISS THE BOAT!
If you read the news, you might get the mistaken idea that green brands are done and we’re going back to our dependence on fossil fuels. Just the opposite is happening. Don’t give up on your plans for that green product or solution. There’s an expanding market at your...read more