Podcast
CPG Brand Builders
Hosted by Braden Douglas · ENGLISH
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
11episodes
Episodes
Newest firstAll episodes
The 4 Key Brand Architecture Methods
3d ago00:20:29Tap to summarizeThe 4 Key Brand Architecture MethodsMost companies are damaging their brand without realizing it. Brand architecture is one of the most important strategic decisions a business can make, yet it is consistently overlooked. The wrong structure creates brand confusion, operational inefficiency, weak positioning, and lost long term value. The right structure creates clarity, scalability, and stronger brand equity. In this episode, Braden breaks down the four core brand architecture models every marketer, consultant, founder, and brand leader should understand:Branded HouseSub BrandsEndorsed BrandsHouse of BrandsYou will learn:• How each model impacts growth and scalability• Why poor brand structure creates long term business problems• How acquisitions and product expansion affect architecture decisions• The strategic differences between master brands and portfolio brands• How major companies structure their brands for maximum valueIf you work in CPG, marketing, consulting, innovation, or brand strategy, this framework is essential.This is strategic brand thinking designed for serious marketers and business leaders.Join our CPG Brand Builders Community: https://brandbuilderscpg.comSubscribe for more content on:Brand StrategyCPG MarketingShopper MarketingRetail MediaInnovation Leadership Business Growth#BrandArchitecture #BrandStrategy #MarketingStrategy #CPG #BrandManagement #Branding #RetailMedia #ShopperMarketing #BusinessStrategy #MarketingLeadership #ConsumerPackagedGoods #BrandEquity #MarketingConsulting #BusinessGrowth #BrandBuilders
Transcribe →How Top CPG Brands Win in Today’s Competitive Market | Sasha Bricel, Nature’s Path Foods
4d ago00:48:36Tap to summarizeHow Top CPG Brands Win in Today’s Competitive Market | Sasha Bricel, Nature’s Path FoodsIn this episode of CPG Brand Builders, Braden sits down with Sasha Bricel, Director of Marketing Services at Nature’s Path Foods, to discuss what it takes to build and scale purpose-driven CPG brands in today’s competitive and price-sensitive market. Sasha leads advertising, media strategy, social media, creator partnerships, communications, and creative across Nature’s Path Foods’ portfolio of brands, including Nature’s Path, Love Crunch, EnviroKidz, Que Pasa, Love Child Organics, and Anita’s Flour. With previous experience at Tim Hortons, Air Canada, and tentree, Sasha brings a unique combination of agency expertise and in-house leadership to the conversation.In this episode, you will learn:-How to build a brand that stands out in a competitive market-What marketing strategies are working today for CPG brands-How to balance purpose, performance, and profitability-The role of creators, media, and storytelling in driving growth-Common mistakes brands make and how to avoid themThis episode is filled with practical insights for CPG marketers, founders, and brand leaders looking to grow and strengthen their brands.Like, subscribe, and share for more conversations with top leaders in the CPG industry.Join the CPG Brand Builders community today: https://brandbuilderscpg.com#CPG #MarketingStrategy #BrandBuilding #ConsumerGoods #CPGMarketing #FoodBrands #MarketingLeadership #BrandStrategy #GrowthMarketing #MarketingInsights
Transcribe →How Whitney Bembenick Drives Revenue Growth in CPG | Sales, Innovation, and Brand Strategy
6d ago00:45:49Tap to summarizeHow Whitney Bembenick Drives Revenue Growth in CPG | Sales, Innovation, and Brand StrategyBraden sits down with Whitney Bembenick, a strategic revenue growth leader with more than 15 years of experience across CPG sales leadership, brand management, and innovation driven go to market strategy. In this episode, Whitney shares how integrating sales, marketing, and innovation creates stronger retailer partnerships, drives category expansion, and builds brands that scale with purpose.You will learn:✔ How revenue growth strategy impacts long term brand success✔ The role of innovation in modern CPG growth✔ How to strengthen retailer relationships✔ What high performing cross functional teams do differently✔ How mission, vision, and values support sustainable growthWhether you are building a new CPG brand or scaling an established business, this conversation delivers practical insights on leadership, strategy, and growth in today’s competitive consumer marketplace. Like and subscribe for more conversations with top CPG leaders and brand builders.Join the CPG Brand Builders community today: brandbuilderscpg.com#CPG #RevenueGrowth #BrandStrategy #ConsumerPackagedGoods #RetailStrategy #Innovation #SalesLeadership #BrandManagement #CPGMarketing #BusinessGrowth
Transcribe →Top 5 CPG Trends Transforming Grocery Brands Right Now
1w ago00:13:55Tap to summarizeTop 5 CPG Trends Transforming Grocery Brands Right NowThe grocery shelf is changing fast, and the brands adapting to these shifts are leading the way. In this episode, Braden breaks down the Top 5 CPG trends and what they mean for brands looking to grow in an increasingly competitive market. Discover how today’s most successful consumer packaged goods brands are using emotional storytelling, functional nutrition, bold flavor innovation, and premium convenience to stand out on shelf and connect with modern consumers.In this episode, we cover:✔ Nostalgia and recognizable ingredients✔ Fiber forward innovation✔ Packaging as media✔ Premium convenience✔ Elevated heat and bold flavor trendsWhether you are building, marketing, or scaling a CPG brand, this episode gives you a clear look at what is driving consumer demand and shaping the future of grocery.Like and subscribe for more CPG insights, strategy, and industry trends.Join CPG Brand Builders community today: brandbuilderscpg.com#CPG #ConsumerPackagedGoods #CPGTrends #FoodIndustry #BrandStrategy #RetailTrends #GroceryIndustry #FoodInnovation #CPGMarketing #BrandBuilders
Transcribe →Why Most Brands Fail With Agencies (And What Top Brands Do Differently) | Josh Cairns
1w ago00:24:09Tap to summarizeWhy Most Brands Fail With Agencies (And What Top Brands Do Differently)Most brands treat agencies like vendors. The best brands treat them like growth partners. In this episode of CPG Brand Builders, Braden sits down with Josh Cairns, from Crew Marketing Partners, to break down what actually makes agency relationships successful in today’s CPG landscape. This conversation goes beyond creative work and campaigns. It is about alignment, trust, structure, and how the right partnership model unlocks better execution and faster growth. In this video, you will learn:• Why most brand–agency relationships underperform• How top CPG brands structure agency partnerships• What “true alignment” actually looks like in practice• How trust impacts creative output and speed to market• How to get more strategic value from your agency relationshipsIf you are a CPG founder, marketer, or brand leader working with agencies or planning to, this conversation will change how you approach those partnerships.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 #MarketingStrategy #AgencyLife #BrandGrowth #BusinessStrategy #ConsumerPackagedGoods #Leadership #CPGBrandBuilders
Transcribe →Why Lay’s Changed Their Packaging and What It Means for Your Brand
1w ago00:09:51Tap to summarizeWhy Lay’s Changed Their Packaging and What It Means for Your BrandLay’s is one of the most recognizable brands in the world, so why did they change their packaging now?In this episode, Braden breaks down the real strategy behind the Lay’s packaging refresh and what it signals for the future of CPG brands. This is not just a design update. It is a calculated move to stay relevant, win on shelf, and evolve without losing brand equity. If you are building or scaling a brand, there are lessons here you can apply immediately. What you will learn:• Why legacy brands refresh their packaging• How packaging impacts shelf performance and sales• The balance between modernizing and staying recognizable• What CPG founders and marketers should take from thisJoin the CPG Brand Builders community: https://brandbuilderscpg.comSubscribe for more insights on branding, packaging, and CPG growth strategies#CPG#BrandStrategy #PackagingDesign #MarketingStrategy#Branding#ConsumerGoods#StartupGrowth#BrandBuilders#ProductMarketing#RetailStrategy
Transcribe →How 200+ CPG Brands Won at Retail | Al Springer
1w ago01:01:18Tap to summarizeHow 200+ CPG Brands Won at Retail | Al SpringerWhy do most CPG brands fail at retail, while others scale into category leaders?In this episode of CPG Brand Builders, Braden sits down with Al Springer, a true pioneer in the CPG industry and Founder of The Touch Agency. With more than 25 years of experience, Al has helped build and scale over 200 category-leading brands, including Amy’s Kitchen, Emergen-C, Barbara’s Bakery, and Yellowbird Foods. Before founding The Touch Agency, Al held leadership roles at major companies like Quaker Oats Company, working on brands like Gatorade and Cap'n Crunch, as well as Dole plc and Bayer.In this video, you will learn:• The real reason most CPG brands fail at retail• What it takes to win with buyers and scale distribution• Key lessons from building 100+ successful brands• How to sharpen your brand strategy and go-to-market plan• What investors are looking for in today’s CPG landscapeAl is also the founder of Lessons From 100 Brands and a partner at Midnight Venture Partners, investing in breakthrough brands like Olipop, Recess, and Leisure Hydration. Whether you are launching a new product or scaling an existing brand, this episode is packed with insights you do not want to miss. Like this video if you found it valuable.Subscribe for more CPG growth strategies and marketing insights.Join CPG Brand Builders for strategy school and community: https://brandbuilderscpg.com#CPG #RetailStrategy #BrandGrowth #MarketingStrategy #ConsumerPackagedGoods #StartupGrowth #RetailDistribution #BrandStrategy #CPGBrandBuilders
Transcribe →Award-Winning Creativity in Food & Beverage Marketing with Gerald Schoenhoff
2w ago00:22:21Tap to summarizeAward-Winning Creativity in Food & Beverage Marketing with Gerald SchoenhoffIn this episode of CPG Brand Builders, Braden sits down with Gerald Schoenhoff, Chief Creative Officer and internationally recognized creative leader, to discuss what it takes to create award-winning marketing that drives results in the food and beverage industry.Gerald’s work has earned top industry honors, including Gold Lions, Gold Pencils, and numerous Gold M awards. He has been recognized for creative excellence across every medium and has helped shape campaigns for some of the most iconic food and beverage brands in the world. His experience includes leading creative work for brands such as Coke, Sleeman, Crown Royal, and Little Caesars.In this episode, you will learn: -Why food and beverage brands inspire some of the most powerful creative work-How great ideas breakthrough in crowded CPG categories-What award-winning campaigns have in common-How creativity can drive both brand growth and business results-Lessons marketers and founders can apply to their own brandsThis conversation is filled with practical insights and inspiration for marketers, founders, and creative leaders looking to build stronger brands and create work that stands out.Like, subscribe, and share for more conversations with top leaders in the CPG industry.Join CPG Brand Builders today: https://brandbuilderscpg.com#CPG #FoodMarketing #BeverageMarketing #BrandBuilding #CreativeLeadership #MarketingStrategy #ConsumerGoods #BrandStrategy #Advertising #MarketingInsights
Transcribe →The Strategy Behind Fast-Growing Food Brands | Patrick Higgins
2w ago01:02:05Tap to summarizeThe Strategy Behind Fast-Growing Food Brands | Patrick HigginsWhat does it really take to scale a better-for-you food brand in today’s competitive market?In this episode of CPG Brand Builders, Braden sits down with Patrick Higgins, President of Propel Natural Brands, to break down what drives growth for emerging food brands across retail, distribution, and multiple sales channels.Patrick has helped build and scale better-for-you brands across Canada by combining strategic thinking, entrepreneurial leadership, and a people-first approach. In this video, you will learn how to:• Scale emerging food brands faster• Win across retail and distribution channels• Build momentum in competitive markets• Lead teams with energy and innovation• Create long-term sustainable brand growthIf you are a food 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 for strategy school and community: https://brandbuilderscpg.com#CPG #FoodBrands #BrandGrowth #RetailStrategy #MarketingStrategy #ConsumerPackagedGoods #BusinessGrowth #CPGBrandBuilders
Transcribe →How Joyride Candy Hit $20 Million in 3 YeHow Joyride Candy Hit $20 Million in 3 Years | The Influencer Marketing Strategy Behind the Growthars | The Influencer Marketing Strategy Behind the Growth
3w ago00:13:06Tap to summarizeHow Joyride Candy Hit $20 Million in 3 Years | The Influencer Marketing Strategy Behind the GrowthIn this episode of CPG Brand Builders, Braden breaks down how Joyride Candy scaled to $20 million in just three years by combining better-for-you positioning with the power of influencer marketing.With Ryan Trahan as the face of the brand, Joyride Candy captured a younger audience, built instant credibility, and created trust with modern families. This episode is not just about candy. It is about the strategies CPG brands can use to accelerate growth and build stronger consumer connections. In this episode, you will learn:-How influencer partnerships can build credibility quickly-Why better-for-you positioning resonates with today’s consumers-How Joyride Candy appealed to younger demographics and families-How to turn audience attention into revenue-Lessons every CPG founder and marketer can apply to grow fasterIf you are building a CPG brand, this episode is filled with practical insights you can apply immediately.Like, subscribe, and share for more conversations and growth strategies for CPG brands. Join the CPG Brand Builders community today:https://brandbuilderscpg.com#CPG #InfluencerMarketing #BrandGrowth #MarketingStrategy #BrandBuilding #ConsumerGoods #GrowthMarketing #FounderTips #MarketingInsights
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