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
14episodes
Episodes
Newest firstAll episodes
Todd Mitchell on Leadership, Scaling Brands, and Building High-Performance Teams
5d ago01:10:54Tap 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
6d ago01:10:54Tap 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
2w ago00:35:30Tap 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
3w ago00:21:55Tap 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
Transcribe →The 4 Key Brand Architecture Methods
4w ago00:20:29Tap to summarizeMost 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
4w ago00:48:36Tap to summarizeIn 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
4w ago00:45:49Tap to summarizeBraden 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
May 800:13:55Tap to summarizeThe 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
May 700:24:09Tap to summarizeMost 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
May 600:09:51Tap to summarizeLay’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
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