Brand Purpose Gives Your Customers a Social Reason to Buy Your Products
WHAT DO YOU STAND FOR?
Consumers today realize that they are voting with their purchases. The world we live in is the result of the products we buy. It’s not enough for brand builders anymore to provide the best, the cheapest, or the most for the money. Now, more than ever,...
3 Big Risks of Rebranding
IF IT AIN’T BROKE, DON’T FIX IT!
Most brands don’t die because they are murdered by the competition. Most brands die of self-inflicted wounds. In the time we built the Barefoot Wine brand, we saw many brands come and go in the marketplace. Most of them fell victim to their own rebranding campaign....
Don’t Let Price Anchoring Sink Your Ship
COMPARED TO WHAT?
The first price your customers hear or see is the price from which they will reference all future pricing messages. In other words, the first price is the anchor that they will keep coming back to in their minds when considering higher or lower prices for...
5 Ways Product Differentiation Can Improve Your Sales
BUT HOW IS IT DIFFERENT!
There's so much noise out there in the competitive market. And it's only natural for customers to notice and be attracted to products that have differentiated themselves. They are drawn to the unique features that set those products apart from their competitors. Successful consumer brand builders...
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...
5 Positioning Tools to Target Your Brand
BULL’S EYE!
A recent survey we conducted polling 14 international accelerators concluded that one of the top three reasons for business failure was a poor product-market fit. The owners of these accelerators make it their business to recognize and know when this problem emerges among their clients. They...
7 Customer Loyalty Factors that Affect the Success of Your Brand
THAT’S MY BRAND!
Ever wonder where your new customers come from? They came from someone else’s brand! That’s right, they lost them and you picked them up! The question is can you hold on to those new customers, or will you lose them like they did? What are the...
7 Rebranding Tips
NOT SO FAST!
Are you having trouble with sales? Has your distribution run into a wall? There’s a boatload of rebranding experts telling you, “It’s time to rebrand!” They have a vested interest in your decision to do so. They get paid whether or not their rebranding strategy plans...
CPG Marketing Communications Must Respect the Retail Environment
I GET IT!
When you ask your friend who just made a new purchase, “Why did you buy that?” their answer is generally the result of effective marketing communication. They may respond with features and benefits, pricing and value, or reputation and accolades. These are all part of marketing...
7 Ways to Achieve Brand Loyalty and Turn Your Customers into Advocates
THAT BRAND IS “MY” BRAND!
You can’t go to a supermarket, hardware store, movie, or even buy an airplane ticket without being exposed to some kind of a brand loyalty program. Whether it’s supersaver, club membership, or travel miles, they all think they can keep you loyal with credits and freebees...
Perceived Value is a Personal Choice
IN RELATION TO WHAT?
It’s really hard to give folks a good deal! This is especially true when your price matches a point that is not known for high quality. We ran into this perceived value challenge when we started Barefoot Wine. Our concept was to produce a product that...
Build Your Brand by Thanking Your Customers at Every Level
GET MORE OF WHAT YOU’RE THANKFUL FOR!
The two words that have the biggest impact on your CPG brand building efforts are, “THANK YOU!” This simple acknowledgment sends an important message of appreciation to your customers at every level of distribution - not just your consumers! But who are you thanking? And what...
5 Ways to Love Your Complaining Customers
“THEY TREATED ME RIGHT!”
Nobody likes complainers, right? They can’t be satisfied. They want something for nothing. They called just to annoy someone, and that was you. But many who call are sincere and should be treated like gold because this is a golden opportunity! Most unhappy customers just vote...
A Goldmine for Brand Builders is Hidden in The Calendar
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...
Building a CPG Brand Requires Building and Maintaining Distribution
“WE DON’T CARRY THAT BRAND ANYMORE!”
Consumer Packaged Goods Brands are physical and therefore must be physically available to be purchased. All the brand building in the world won’t help if your brand is not available. We’ve seen tons of advertising money spent in vain because the brand builders did not pursue...
Advantages of CPG Brands May be Offset by Practicality
A CLOSE SHAVE
As late as 2013, non-food consumer packaged goods were still selling 97% of their products in bricks and mortar retail stores. But in 2014, the McKinsey Consumer Channel Management Survey cited e-commerce as the second leading driver of change over the next five years. Why? We...
Resynergi Turns Single-use Plastics into Fuel
WOULD YOU THROW MONEY INTO THE LAND FILL – OR THE OCEAN?
A Rohnert Park, California startup has an idea to solve one of the problems regarding single-use plastics. As you are aware, the oceans and landfills are choke with them. They take thousands of years to decompose. And when they do, they form tiny little particles that...
5 Ways to Name Your Brand to Maximize Sales
MAKE IT MEMORABLE!
What’s in a name? Too many syllables probably, and impossible for the reader to connect the name with the product. We have seen too many “cool” brand names get left in the dust of the marketplace simply because they were too complex, too wordy, or too...