832: Brand Strategy 101: Market and Product Research, Product Design, and Brand Awareness with Michael Keplinger

Michael Keplinger is the founder of SmashBrand, an agile brand strategy agency that specializes in market research, product design, and testing for consumer-packaged goods. Today, Michael shares his expertise in building successful CPG brands, highlighting the importance of leveraging partnerships, conducting thorough consumer research, and taking a strategic approach to branding and packaging to differentiate products in crowded marketplaces.

In this episode of Marketer of the Day, Michael shares his approach to brand strategy, including real-world examples like reimagining packaging for Red Gold canned tomatoes to capture attention and engage a younger, millennial parent audience. He explains that successful CPG branding requires a combination of market research, design, testing, and ongoing optimization to reduce risk and maximize shelf impact. Smash Brand works primarily with mid-sized CPG brands that need to make bold moves to stay relevant and competitive. For more insights, case studies, and resources, Michael directs listeners to smashbrand.com and his LinkedIn profile, where he shares examples of his agency’s work and thought leadership in the CPG space.

Quotes

“What gets me excited is putting a really good product on the shelf, not just what’s in the box, but how people perceive it.”


“Consumers have a lot more choices today, so elevating your brand and connecting emotionally with your audience is key.”


“The first objective is to stand out on the shelf, and then you bring your message and story forward.”


“Testing is an integral part of every step we do, helping clients make bold moves without risking their market share.”

Resources

Podcast: Play in new window | Download (Duration: 24:28 — 22.6MB) | Embed

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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