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World’s Largest Money Manager Exits Climate Risk Investments

World’s Largest Money Manager Exits Climate Risk Investments

WALL STREET FLINCHES

by Michael Houlihan & Bonnie Harvey | Brand Building

The mega trend is undeniable! There is a real need for products that address the new realities now unfolding with the increasing Climate Crisis. And the implications are enormous for the financial industry. According to a small article in last week’s Washington Post, “BlackRock, the world’s...
CPG Territorial Representative Applicant Interview Question Template

CPG Territorial Representative Applicant Interview Question Template

“YA GOTTA KNOW THE TERRITORY!” – The Music Man

by Michael Houlihan & Bonnie Harvey | Brand Building

When selling any CPG in traditional retail, your success is based on 3 key elements: customer building, vigilance, and timely remedial action. You must start with the understanding and respect for the retailers’ predicament: Will the expensive space they gave you, at the exclusion of others,...
2020 – A Brand New Year! A Brand New Decade!

2020 – A Brand New Year! A Brand New Decade!

WHAT DID WE LEARN?

by Michael Houlihan & Bonnie Harvey | Brand Building

As CPG brand builders, when we enter a new year, it should be with the application of the lessons we learned in the past year. By applying those lessons, we can have the advantage in the marketplace and be the leaders in our categories. Underdog Advantage...
Listen to Hollywood Actors Perform the True Barefoot Brand Story for Fun and Insight!

Listen to Hollywood Actors Perform the True Barefoot Brand Story for Fun and Insight!

FREE CHAPTER!

by Michael Houlihan & Bonnie Harvey | Brand Building

“Don’t tell me. Show me!” pretty much sums up why we spent the last year putting together our latest initiative to get our story out to the largest number of consumer brand builders. We took our New York Times bestseller, The Barefoot Spirit, and turned it...
New CPG Brand Builders Should Stay Focused!

New CPG Brand Builders Should Stay Focused!

MORE IS NOT BETTER

by Michael Houlihan & Bonnie Harvey | Brand Building

When we started Barefoot Wines, we had just two SKUs. They were Cabernet Sauvignon and Sauvignon Blanc in 1.5L magnums. The buyers told us this larger size had the least competition, so they were the ones we entered the market with. Within a few years and...
How to Make the Perfect Retail Sales Call

How to Make the Perfect Retail Sales Call

BE PART OF THE TEAM!

by Michael Houlihan & Bonnie Harvey | Brand Building

So, you’ve got a CPG product. You are selling at retail. You have a distributor and you are getting into retail stores. Congratulations! However, your sales could be better and you are worried that you may be discontinued for poor sales. You decide to go to...
How to Achieve Sales Traction with a CPG Retail Brand

How to Achieve Sales Traction with a CPG Retail Brand

“WON’T IT JUST TAKE OFF?”

by Michael Houlihan & Bonnie Harvey | Brand Building

We did it the wrong way! We bought into too many popularly held misconceptions! It cost us plenty of time, money, and anxiety. We did not want to believe that we had to go out into the neighborhoods surrounding every store where we had our products...
Sustainability is the New Selling Point! 

Sustainability is the New Selling Point! 

A PART OF THE SOLUTION

by Michael Houlihan & Bonnie Harvey | Brand Building

Once again, the UN has released its climate report card and the grades are below passing. As a planet, we are not only failing to reduce greenhouse gas emissions, but we are actually increasing them. Meanwhile, the weather news is starting to use terms like “historic”...
A Consumer-Sided View of the Market is Recipe for Disaster

A Consumer-Sided View of the Market is Recipe for Disaster

WHY HASN’T ANYONE THOUGHT OF THIS BEFORE?

by Michael Houlihan & Bonnie Harvey | Brand Building

Ever had a great idea for a product? Wonder why nobody has thought of it yet? The products that compete with your idea seem like they are off the mark, mediocre, and missing something yours provides. In fact, you haven’t seen anything like your brainchild on...
Keep Sales Momentum Going After an In-Store Demo

Keep Sales Momentum Going After an In-Store Demo

LIFT OR DRIFT?

by Michael Houlihan & Bonnie Harvey | Uncategorized

Tons of money is spent every year on instore demos for CPG products. Customer feel more confident about buying your product if they try it out first, right? Because of this fact, many CPG brand builders are inadvertently led down an expensive and slippery path that...
Temporary Price Reductions Requires Thoughtful Wording

Temporary Price Reductions Requires Thoughtful Wording

“YOU’RE RAISING YOUR PRICE!”

by Michael Houlihan & Bonnie Harvey | Brand Building

Customers see any reduction in price as PERMANENT! Watch out! Every CPG producer must occasionally show the end user-customer a price reduction on the shelf at the retail store. But in order to do that, the producer must somehow temporarily reduce their wholesale price to the...
Have You Achieved Adequate Market Saturation To Justify Opening a New Market?

Have You Achieved Adequate Market Saturation To Justify Opening a New Market?

BUILDING OUT WITHOUT BLOWING OUT!

by Michael Houlihan & Bonnie Harvey | Brand Building

If your CPG (consumer packaged goods) business has made it past the startup phase, and you have finally built up enough customers that you can pay your bills, you may be considering expansion. This is ultimately a good way to protect yourself from one or two...
What is the Most Effective CPG Retail Sales Program?

What is the Most Effective CPG Retail Sales Program?

IF YOU’RE NOT IN THEIR FACE, YOU’RE NOT IN THE PLACE!

by Michael Houlihan & Bonnie Harvey | Brand Building

Building a CPG retail product is a store-by-store process. All the advertising in the world will not help you if your branded product isn’t there! In fact, it’s a waste of money. You need to be known to the neighborhood and market area of the store...
Is Your CPG ( Consumer Packaged Goods) Startup Ready for an Outside Sales Representative?

Is Your CPG ( Consumer Packaged Goods) Startup Ready for an Outside Sales Representative?

ALL AHEAD SLOW!

by Michael Houlihan & Bonnie Harvey | Brand Building

There comes a time in the life of every CPG (Consumer Packaged Goods) business when the founder, who has been making all the sales himself, finally asks the question, “Am I ready to hire a salesperson?” The answer is based on the answers to a series...
Largest Online Retailer Goes Bricks and Mortar

Largest Online Retailer Goes Bricks and Mortar

FULL CIRCLE?

by Michael Houlihan & Bonnie Harvey | Brand Building

For years, we’ve been saying that the reports of the death of bricks and mortar retail stores was greatly exaggerated. Amazon 4 Star Stores are adding more weight to that argument. What do Amazon Go, Whole Foods, and Amazon 4 Star Stores all have in common?...
Take Advantage of Market Dynamics to Grow Your Brand

Take Advantage of Market Dynamics to Grow Your Brand

CASTLING YOUR WAY INTO POSITION

by Michael Houlihan & Bonnie Harvey | Brand Building

Castling is a chess move where, under certain circumstances, you can change your king’s position and the position of your castle (or rook) at the same time. This is generally a defensive move, used to get you out of harm’s way, but it can also position...
Learn How to Build a CPG (Consumer Packaged Goods) Brand by Listening to a Play?

Learn How to Build a CPG (Consumer Packaged Goods) Brand by Listening to a Play?

ON THE CORNER OF HOLLYWOOD AND BRAND

by Michael Houlihan & Bonnie Harvey | Brand Building

For almost 7 years we’ve been writing on the Consumers Brand Builders site about what it takes to build a national brand that’s sold in stores. We cover everything we know and deliver lessons we have learned in down-to-earth, easy-to-understand terms. Our goal is to demystify...
Build Your Brand and Keep Your Legacy Alive with an Audio Performance!

Build Your Brand and Keep Your Legacy Alive with an Audio Performance!

SOMETHING THEY WILL REMEMBER

by Michael Houlihan & Bonnie Harvey | Brand Building

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 afford to increase efficiency and...
Listening to the Barefoot Brand Story Can Save you Time, Money, and Angst!

Listening to the Barefoot Brand Story Can Save you Time, Money, and Angst!

LISTEN HERE!

by Michael Houlihan & Bonnie Harvey | Brand Building

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,...
Business Succession should be More than an Afterthought

Business Succession should be More than an Afterthought

WHAT THEN?

by Michael Houlihan & Bonnie Harvey | Uncategorized

For most cash strapped startups, the last thing they want to think about is succession plan. Too busy putting out fires to think of long-term goals! Just achieving a positive cash flow is a huge challenge, they feel they don’t have the luxury to indulge in...

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