We’ve often said that entrepreneurs are brand builders. Unlike sole proprietors, or even those creating a legacy, most entrepreneurs, sooner or later, want to have a capitalization event. That may take the form of a merger, IPO or cash infusion by a new partner, but it...
Hot cereals have long been part of the healthy breakfast. Most doctors recommend them as essential for good health, and a tasty alternative to the American standard of bacon and eggs. There are a variety of hot grain cereals to choose, from iconic Quaker Oats and the...
For the second year in a row, our client VinoPro again made the Inc. 500 list, showing 190% growth over last year. In 2013, they hit the ultra-prestigious Inc.500 list where they ranked No. 238 with a whopping 1,810% growth. Now, that is something to cheer...
In order to stay fresh, relevant, and dominate their space, brands must constantly reinvent themselves. But does the traditional company structure itself suffocate a brand’s growth and evolution? Does the structure itself create its own roadblocks, choke communication, and suppress innovation? Traditional corporate structure puts marketing...
About to retire after eight years Alan Mulally, Ford Motor Company’s CEO, is leaving on a high note. When he was passed over to run Boeing after taking a big part in the reorganization of that company, he accepted Bill Ford’s offer to become CEO. At...
The Old Pyramid Structure When we hear of recalls in the automotive industry, we know their own sales and customer service departments knew about the problems years in advance. Today, many companies say they put the customer on top. But how can they if they put...
Consumer brand builders’ angst is over the top every year at this time. As the New Year begins to unfold, so do the corporate retail decisions about what products will remain in their stores and what the new shelf schematic (also known as the “official set”)...
This year, many people were shocked at the incursion of Black Friday sales into Thanksgiving Day itself. They thought the Thanksgiving holiday should remain a time for family and friends to gather together to share appreciation and gratitude. But not for shopping. Nevertheless, the big box...
The National Retail Federation recently released their overall holiday retail sales forecast. The forecast expects an increase of almost 4 percent over last year to $602 billion. Shop.org expects online holiday sales to increase up to 15 percent for $82 billion. Retailers are rolling out their holiday...
Building a consumer brand faces many challenges, especially in the early days. Many inexperienced start- up producers get the idea that if they can just get their product on the retail shelf, then they have succeeded. But nothing could be further from the truth. We found...
When it comes to consumer products, packaging can distinguish your brand from your competitors. Like most consumer products, there are many choices and lots of competition for space on the shelf in the marketplace. So, how does your product stand out? We are big tea drinkers....
People buy with their heart and justify with their brain. If you believe that, as we do, you must be sincerely excited about what it is you are selling. Sure, you can get excited about the features and benefits, but what captures people's attention is your...
Creativity in the Real World We were recently asked by an MBA marketing grad, “How can I successfully use the creative skills I have learned in the real world?” We responded with the biggest lesson we learned while building the Barefoot wine brand. It’s the lesson...
Whether you call it point-of-purchase (POP) or point-of-sale (POS), interpretive signage that distinguishes your brand is a must. Especially in consumer goods, these signs are the final chance you have to sell your brand’s products. Some are located on the shelf (known as shelf-talkers), or on...
Seasonal selling can give your marketing and merchandising programs a “bandwagon” effect that can significantly boost sales if executed correctly. Pull out a calendar and use it as a guide to plan your marketing activities. Take advantage of the various selling seasons that are coming our...
Seasonal selling is like sailing with the tides. It gives your salesman-ship the flow and clearance it needs to most effectively get underway. As any seasoned sailor will tell you, if you try to fight the tide you’ll just get hung up on the sandbar. When...
Whether we call it the fourth quarter, OND (October, November, December) or the holiday shopping season, current consumer spending actually trumps all other indicators for the future of the economy. When holiday sales are down, we repeatedly see a year with slower growth. When holiday sales...
Since it's Halloween, we thought we’d share a scary brand story. For the first five years of our brand’s existence, we had to survive various attempts to kill it. Even after that, we had to be constantly vigilant to protect it from threats to its very...
Probably the best sales advice we ever got was to act like an “assistant buyer”. You can’t act like an assistant buyer unless you know your buyer's needs, history, budget, problems, and successes. You have to know what she is going to do with your product...
Every business really has only two divisions: Sales and Sales Support. Without Sales, no one in Sales Support gets paid. Why are salespeople so essential to any brand? Generally, the buyer “buys” the salesperson and not the product. A buyer’s relationship with a particular salesperson can...