What Types of Advertising Work Best for CPG Products?

“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 Referrals...

Don’t Let “Marketing Myopia” Blind You To Your Customer’s Needs

“GOT IT!” – NOT!

There's No Such Thing as "Just The One Thing" We recently fielded a question from a young member of our audience. She asked us, “Just tell me the one thing that made your wine brand such a huge success.” We had to laugh, knowing that there...

Mass Marketing Tries to Target Anyone and Everyone

THROW A LARGE NET, OR USE THE RIGHT BAIT?

When we built the Barefoot Wine brand, people used to ask us why we didn’t use television commercials and radio ads to get the word out. Aside from the fact that we couldn’t afford that kind of advertising, it really wouldn’t work for a startup CPG...

Consumer Packaged Goods Brand Building – You Found It!

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...

Vermont’s Darn Tough Socks Deliver on their Brand Promise

KNOCK YOUR SOCKS OFF!

Just when you thought everything was made in China, just when you thought there was no alternative to products that didn’t hold up, just when you thought that American manufacturing was dead, here comes Darn Tough! This plucky little Vermont sock company, founded in 2004, is...
Build Your Brand with Floor Displays

Build Your Brand with Floor Displays

IF YOU’RE NOT ON THE FLOOR, YOU’RE NOT IN THE STORE!

New consumer product brands require a billboard effect to get noticed at retail stores. Why would any shopper notice your branded product on a shelf packed with a myriad of other choices vying for attention? Getting shelf space is great, and making it into the official...

At the Customer Experience Level Your Sales and Consumer Care People Know More than Your Marketing and Production People

STAY INFORMED AND STAY RELEVENT

Your marketing people have done a fine job of creating a marketing plan, strategy, and package. They’ve considered the market, the competition and the delivery systems. They have honed the message, dialed in the positioning, and developed the compelling logo, catchphrase, and merchandising materials. But like...

5 Threats That Can Kill Your Brand in the New Year! – Part 4

Legal and Compliance

In most companies the legal department is referred to as “compliance.” However they do far more than make sure your company complies with the laws and regulations governing your industry. They protect you from liability exposures and potential lawsuits. They protect your intellectual property including trademarks,...

5 Threats That Can Kill Your Brand in the New Year! – Part 3

ACCOUNTING AND FINANCIAL

In this series, we have been discussing how to recognize the various ways your own people can inadvertently hurt your brand. Your company is ultimately only as valuable as your brand equity. Your brand equity is based on the likelihood that your branded products and services...

5 Threats That Can Kill Your Brand in the New Year! – Part 2

PRODUCTION

It’s hard to believe that your own team can damage your brand, but most brands are killed from self-inflicted wounds, not murdered by the competition. As you start out the New Year, be vigilant that your own people don’t take action that inadvertently hurts your brand....

5 Threats That Can Kill Your Brand in the New Year! – Part 1

MARKETING

We learned a lot about building an international brand during the two decades we grew Barefoot Wines. Most of it we learned the hard way, and that is why today we share our lessons in this blog devoted to brand building. Although we were successful, we...

The Brand Name That Says It All! Barefoot Bubbly Sells One Million Cases!

WHAT’S IN A NAME?

It was storming that night in 1996 when Michael slowly drove up the long dirt road that lead to his humble farmhouse in the rural hills of western Sonoma County. He was careful not to spin out in the mud nor get grabbed by the treacherous...

Brand Image Suffers When Products are Out of Stock

DON’T PLAY HARD TO GET

We are often asked, “What was the biggest challenge you faced growing the Barefoot Wine brand?” People are always surprised by our answer, “out-of-stocks.” It’s the biggest problem facing any new brand. Some purists try to make a distinction between brands and products, often because they...