Brokers can open doors you cannot open on your preferred timeline. They can even get off-cycle meetings to happen. In both cases, intermediaries shine as access nodes where you couldn't make headway. In a world where large chains do annual resets, especially for the small
It's a law of marketing seldom discussed, but first popularized by Byron Sharp many years ago. What's the gist? Well, the evidence shows that consumers with a robust set of brands they're content within a category are much harder to distract with a new brand
Pandemic acceleration is occurring at the intersection between primitive nutrient cues AND premium cues of restraint. Did you know that about 30% of American adults have already gained more than 5lbs of weight since the pandemic began? That's what I just found out in a
Today I shared my hot take on Driftwell with the Food Institute. I think it's the most niche product they've ever launched. Yet, that alone doesn't mean it will fail. PepsiCo. Inc.’s PR tease for the Driftwell sleep aid beverage represents the company’s latest new brand creation since
Memorability. It's the most critical growth pillar for premium CPG brands. Why? Because you don't have the cash, credibility, or sales network with which to leap to 80% ACV in mere months. So, how do you enhance it? Design a superbly positioned innovation at the head of
Founders: before you hire your first marketing director, please read Allan Dib's classic, no shiny objects allowed, book on marketing planning. Like me, he is an experimentalist. All successful pros are experimenting with their consumer communications. It's effortless to waste money on campaigns. So be
OK. Maybe not precisely exponential growth yet. But, in the book business, where most business books sell less than a few hundred copies and the sales end after six months, RYB is doing OK. Good even. As of Sept. 30, I'm up to 1,800 lifetime
When I tried oat milk seven years ago, I knew it would overtake most of alt-dairy. I've tried every possible alt milk there is. Most make me gag. In the world of alt milk, a couple of things are essential- 1)superior sensory experience with 2)
On a webinar hosted by Gary Hirshberg in May, Wayne WU of VMG Partners pointed to a common problem before the pandemic. "[Brands chasing a pre-determined exit] are generally not the best brands to invest in because … they haven't focused on surprising and delighting