Podcast
CPG Brand Builders
Hosted by Braden Douglas · EN
Hosted by Braden Douglas, one of North America’s top CPG growth strategists, this channel breaks down what it truly takes to build, scale, and protect a consumer brand today. With more than 25 years of experience working with brands like Procter & Gamble, Frito-Lay, Conagra, Lindt, and SunRype, Braden shares proven strategies from the front lines of CPG marketing.
You’ll learn:
• How to build brands that actually grow
• How to grow from any brand stage whether startup or category leader
• How to create strategy that drives revenue, not just awareness
• How top CPG companies approach innovatio
20episodes
Episodes
Newest firstAll episodes
What Every CPG Marketer Should Know About the Olive Oil Category
1w ago00:17:39Tap to summarizeMost CPG categories already have dominant brands. Olive oil is different.Despite being a more than $3 billion category, olive oil has surprisingly low brand awareness, creating a rare opportunity for one brand to establish itself as the category leader.In this episode, leading marketing strategist Braden shares his perspective on why olive oil may be one of the greatest untapped branding opportunities in CPG. Drawing on his expertise in consumer behavior, category growth, and brand strategy, Braden explains where the market is headed, what is driving demand, and how brands and retailers can position themselves to win.Topics include:• Why olive oil remains one of the lowest brand awareness categories in grocery.• What aided brand awareness reveals about the competitive landscape.• Why the category is projected to grow approximately 7.4% annually over the next five years.• Why today's olive oil market resembles the wine industry in the 1970s.• How consumers are changing the way they purchase and use olive oil.• Emerging trends, including premium gifting and olive oil shots.• Why Costco has the potential to transform the olive oil category, much like it did with wine.• Which brand has the opportunity to become the defining category leader.If you are a CPG marketer, brand leader, retailer, founder, or anyone responsible for growing brands, this is an episode you do not want to miss. Braden's strategic insights challenge conventional thinking and highlight opportunities that many companies have yet to recognize.Subscribe for more thought leadership on marketing strategy, consumer behavior, retail innovation, and category growth.Join our CPG Brand Builders Community today: www.cpgbrandbuilders.com#CPG #MarketingStrategy #BrandStrategy #OliveOil#ConsumerInsights #RetailStrategy #CategoryManagement #BrandBuilding#ConsumerPackagedGoods #Costco
Transcribe →How I Would Grow a Beverage Brand to $10M | Marketing Strategy
2w ago00:42:39Tap to summarizeWhat does it really take to build a successful beverage brand in today's competitive CPG market?In this episode, Braden sits down with Trevor Landry, founder of Kombucha Alive & Well, to unpack the journey of building a successful emerging kombucha brand from the ground up.Trevor shares how he spent years perfecting the product before launch, why he entered the market with four SKUs, and how the brand found success by focusing on quality, approachable flavors, and strong retail execution.Then Braden puts on his marketing hat.Using his proven 8-Step Core Methodology, Braden breaks down exactly what he would do to take Kombucha Alive & Well to the next level—from positioning it as a trusted functional beverage to improving brands trategy, increasing customer loyalty, refining distribution, and driving stronger retail velocity.In this interview you'll learn:• How to launch a beverage brand the right way• Why product positioning matters more than ever• The ideal SKU strategy for emerging brands• How in-store tastings can accelerate growth• Finding product-market fit in natural retail• Building brand loyalty in today's crowded CPG landscape• Marketing strategies for functional beverage brands• Why patience and execution are essential for long-term successWhether you're building a beverage company, launching a CPG product, or simply interested in branding and marketing, this conversation is packed with practical insights you can apply to your own business.If you enjoy conversations about CPG marketing, be sure to like, subscribe, and share this video.Join our CPG Brand Builders Community today: www.cpgbrandbuilders.com#Kombucha #CPG #BrandStrategy #Marketing #BrandBuilding#Entrepreneur #Startup #ConsumerProducts #FunctionalBeverage #BusinessGrowth#Retail #FoodAndBeverage #MarketingStrategy #FounderStory
Transcribe →The Marketing Mindset Every CPG Brand Needs to Win | Jenny Van Dorf | CPG Brand Builders
3w ago00:49:04Tap to summarizeWhat separates brands that continue to grow from those that struggle to stay relevant?In this episode of the CPG Brand Builders Podcast, Braden sits down with Jenny Van Dorf, Senior Director of Marketing at Del Sol Food Company, to discuss the mindset behind successful consumer packaged goods marketing. Jenny leads marketing strategy for respected brands including BRIANNAS Fine Salad Dressing, John Macy's Bakery, and Café Mexicano Coffee. Drawing from years of experience building both established and growing brands, she shares why curiosity remains one of the most valuable skills a marketer can develop. Whether you are launching your first product or leading a premium brand with decades of history, this conversation offers practical insights on:· Why curiosity drives better marketing decisions · Building meaningful connections with consumers · Growing legacy brands while embracing innovation · Creating memorable brand experiences · Product launches, packaging, and retail marketing · Lessons every CPG founder and marketer can apply If you are building a CPG brand, this episode is full of practical strategies that can help you think differently about marketing and long-term brand growth.Join the CPG Brand Builders Community today:www.cpgbrandbuilders.comSubscribe for more conversations with the leaders shaping the future of CPG.#CPG #ConsumerPackagedGoods#Marketing #BrandStrategy #BrandBuilding #FoodBrands #MarketingLeadership #BrandMarketing #RetailMarketing #ProductInnovation #Entrepreneurship #BusinessGrowth #MarketingPodcast #Leadership #Innovation
Transcribe →Stop Chasing CPG Trends: The Marketing Fundamentals That Actually Drive Demand
4w ago00:18:45Tap to summarizeAre you investing time and marketing dollars in the latest trends without seeing meaningful results?In this Brand Builders thought leadership session, Braden explains why many CPG brands struggle to generate growth when they focus on trends instead of mastering the marketing fundamentals that create demand and build stronger brands.Through real-world case studies from PurGum, LOVE CORN, The Good Crisp Company, and HIPPEAS Chickpea Tortilla Chips, Braden demonstrates the proven principles that help brands stand out, connect with consumers, and drive sustainable growth.Topics covered include:• Why chasing trends often leads to disappointing results• The marketing fundamentals that consistently drive demand• Lessons from successful emerging and challenger brands• Building a strong innovation pipeline for long-term growth• How brand licensing can create new opportunities for expansion• Practical strategies that can be applied to brands of any sizeWhether you are a founder, marketer, brand manager, or CPG executive, this session provides actionable insights to help you focus on the activities that have the greatest impact on growth.Join the Brand Builders Community today: www.brandbuilderscpg.com#CPG #ConsumerPackagedGoods #BrandBuilding #MarketingStrategy #DemandGeneration #BrandBuilders #CPGMarketing #MarketingFundamentals #BrandGrowth #RetailStrategy #Innovation #BrandLicensing #StartupBrands #CPGTrends #ShopperMarketing #ConsumerBrands #MarketingLeadership #BusinessGrowth #FounderTips #BrandStrategy
Transcribe →How CPG Brands Break Through in a Crowded Market with Morgan Kingdon
Jun 1600:50:03Tap to summarizeIn this episode of CPG Brand Builders, Braden sits down with Morgan Kingdon, Director of Marketing at Program Brands, to discuss what it takes for brands to stand out and grow in today’s crowded marketplace. Morgan leads marketing for Protein Candy and Pulp & Press, where she is known for turning bold ideas into measurable growth through a combination of strategic thinking and creative execution. From launching standout campaigns to helping take Protein Candy from zero to nationwide success, Morgan shares the insights, decisions, and mindset behind building brands that win both on the shelf and in the hearts of consumers. With experience across media, technology, and CPG, Morgan brings a forward-thinking perspective on consumer insight, storytelling, and executional excellence. In this episode, you will learn: -How to build a brand that stands out in a competitive market -The strategies behind taking a brand from zero to nationwide growth-How storytelling influences consumer connection and loyalty-The importance of execution in driving real business results-Practical lessons for founders, marketers, and brand leadersThis episode is filled with practical takeaways you can apply immediately to your own brand and marketing strategy. Like, subscribe, and share for more conversations with top leaders in the CPG industry.Join our CPG Brand Builders community today:https://brandbuilderscpg.com#CPG #MarketingStrategy #BrandBuilding #ConsumerGoods #GrowthMarketing #BrandStrategy #FounderTips #MarketingLeadership #MarketingInsights
Transcribe →The Truth About Marketing Specialty Coffee in Grocery with Ben Miller
Jun 800:47:49Tap to summarizeThe specialty coffee category is growing, but winning in grocery is far from guaranteed. In this episode of CPG Brand Builders, Braden sits down with Ben Miller, Director of Business Development and Market Expansion at Level Ground Coffee, to break down what it really takes to scale specialty coffee brands in today’s competitive retail landscape. With more than a decade of experience across business development, marketing, and sales, Ben shares real-world insight on how brands can grow in grocery while protecting what makes them special. In this video, you will learn:• What grocery buyers actually look for in specialty coffee• Why most coffee brands struggle to win shelf space• How to market premium coffee without losing authenticity• How to scale through grocery while protecting brand integrity• How to turn strategy into real execution in retailBen has helped launch and grow premium coffee brands across Canada by building stronger retail partnerships and navigating complex B2B and B2C channels. If you are a coffee brand founder, marketer, retailer, or specialty food entrepreneur, this conversation will help you understand how to win in a fast-changing category.Like this video if you found it valuable. Subscribe for more CPG growth strategies and marketing insights.Join our CPG Brand Builders community today: https://brandbuilderscpg.com#CPG #CoffeeIndustry #RetailStrategy #BrandGrowth #MarketingStrategy #ConsumerPackagedGoods #GroceryRetail #CPGBrandBuilders
Transcribe →Todd Mitchell on Leadership, Scaling Brands, and Building High-Performance Teams
Jun 201:10:54Tap to summarizeWhat separates great leaders from everyone else? In this powerful conversation, Todd Mitchell joins Braden to share decades of wisdom gained from leading founder-led businesses, private equity-backed companies, and global consumer packaged goods organizations. Todd currently serves as President of Hummus Goodness, Executive Chair of eGrowcery, and advises founders and growth-stage companies on leadership, strategy, innovation, and scaling businesses. In this episode, Todd reveals the leadership principles that have guided his career, including decision-making, accountability, empowering teams, solving problems faster, embracing change, and using AI without losing the human element that drives great leadership. He also dives into CPG innovation, retailer strategy, and what founders need to know about building organizations that can scale. Whether you're a founder, executive, brand builder, or emerging leader, you'll walk away with practical insights and frameworks you can apply immediately.Join the CPG Brand Builders Community today: www.cpgbrandbuilders.comSubscribe for more conversations with founders, operators, investors, and industry leaders shaping the future of consumer brands.#CPG #Leadership #ToddMitchell #BrandBuilding #Entrepreneurship #BusinessGrowth #ConsumerGoods #CEO #Founder #Innovation #ArtificialIntelligence #LeadershipDevelopment #BusinessPodcast #Retail #BrandStrategy
Transcribe →Todd Mitchell on Leadership, Scaling Brands, and Building High-Performance Teams
Jun 101:10:54Tap to summarizeWhat separates great leaders from everyone else? In this powerful conversation, Todd Mitchell joins Braden to share decades of wisdom gained from leading founder-led businesses, private equity-backed companies, and global consumer packaged goods organizations.Todd currently serves as President of Hummus Goodness, Executive Chair of eGrowcery, and advises founders and growth-stage companies on leadership, strategy, innovation, and scaling businesses.In this episode, Todd reveals the leadership principles that have guided his career, including decision-making, accountability, empowering teams, solving problems faster, embracing change, and using AI without losing the human element that drives great leadership. He also dives into CPG innovation, retailer strategy, and what founders need to know about building organizations that can scale.Whether you're a founder, executive, brand builder, or emerging leader, you'll walk away with practical insights and frameworks you can apply immediately.Join the CPG Brand Builders Community today:www.cpgbrandbuilders.comSubscribe for more conversations with founders, operators, investors, and industry leaders shaping the future of consumer brands.#CPG #Leadership #ToddMitchell #BrandBuilding #Entrepreneurship #BusinessGrowth #ConsumerGoods #CEO #Founder #Innovation #ArtificialIntelligence #LeadershipDevelopment #BusinessPodcast #Retail #BrandStrategy
Transcribe →How CPG Brands Win at Trade Shows with Shannon Peffley
May 2500:35:30Tap to summarizeTrade shows can make or break your brand. The right connections can lead to retail distribution, partnerships, and major growth. In this episode of CPG Brand Builders, Braden sits down with Shannon Peffley, Founder of CPG Xperience, to discuss how emerging consumer brands can maximize trade shows and turn connections into real business opportunities. Through CPG Xperience, Shannon helps brands, retailers, distributors, and service providers connect through curated trade show experiences, networking events, and industry education. In this video, you will learn how to:• Make the right connections at trade shows• Turn networking into long-term business opportunities• Build relationships with retailers and distributors• Stand out in crowded trade show environments• Use events to accelerate brand growthIf you are a CPG founder, marketer, or brand leader looking to grow your brand faster, this episode is for you. Like this video if you found it valuable. Subscribe for more CPG growth strategies and marketing insights.Join the CPG Brand Builders community today: https://brandbuilderscpg.com#CPG #TradeShows #BrandGrowth #RetailStrategy #MarketingStrategy #ConsumerPackagedGoods #Networking #CPGBrandBuilders
Transcribe →The Marketing Tactics That Make Food Brands Unstoppable with Nate Douglas
May 1800:21:55Tap to summarizeWhat actually makes food brands win in today’s competitive market? In this episode of CPG Brand Builders, Braden sits down with Nate Douglas, a seasoned food industry leader whose career has been dedicated to building and scaling high-performing food brands. Nate has worked on iconic brands at McCain Foods and Parmalat, bringing deep expertise in consumer behavior, campaign development, and P&L improvement. Today, he helps food brands grow sustainably and compete more effectively in crowded retail environments. Together, Braden and Nate break down what actually drives success in food marketing and what separates winning brands from the rest. In this video, you will learn:• How consumers really shop and make decisions in grocery• What drives high-performing food marketing campaigns• How to align marketing with real business outcomes• Why most food brands struggle to scale effectively• What it takes to build long-term brand success in CPGAs Nate puts it, “Marketing shapes the world. I like shaping it in a positive and lasting way.” If you are a food brand founder, marketer, or CPG leader looking to grow smarter, this episode is for you.Like this video if you found it valuable. Subscribe for more CPG growth strategies and marketing insights. Join CPG Brand Builders today: https://brandbuilderscpg.com#CPG #FoodMarketing #BrandStrategy #MarketingStrategy #ConsumerPackagedGoods #FoodBrands #BusinessGrowth #CPGBrandBuilders
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