When you've been category captain at brands like Coppertone and Dial, shelf space is handed to you. But what happens when you leave the big leagues and start from zero?

In this episode, Tony Guiliano shares the raw, behind-the-scenes story of going from running household names to helping Blue Lizard, an unknown sunscreen brand, break into retail and change the game.

He shares war stories, unexpected lessons, and real tactics any challenger brand can use to compete (and win) against giant brands.

What you'll learn:

• The dangerous assumptions big-brand marketers make in startups
• How Blue Lizard flipped the retail model to avoid slotting and returns
• Why authenticity and brand integrity matter more than ever
• The power of sampling, grassroots strategy, and real customer demand

Listen now to learn how to outthink—not outspend—the competition.

Want your product on store shelves? It’s not as simple as you think. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard reveal the step-by-step guide for building a bulletproof retail channel strategy.

You’ll learn why getting into the wrong store can kill your brand, how to identify the perfect retail partners, and why your first retailer sets the tone for your entire launch. Plus, discover why hope is never a strategy—and what to do instead.

• How to map out your ideal retail “dream team”
• The surprising costs of launching with regionals vs. nationals
• Why retail cadence can make or break your brand
• The shelf placement puzzle: where you belong and who you replace

Ready to build a channel strategy that wins? Listen now.

Mark and Robb welcome Roberto Carli of Alloy, a company that works with manufacturers of consumer products to overcome challenges with data and inventory.

Retailers are pushing fewer vendors these days, but buyers understand that innovation and higher margins come from smaller players. That means it has never been easier for small companies or startups to break into major retail, if they’re prepared.

Mark, Robb and Roberto talk about why vendors need to find access and to actually use retailer data, even when buyers also have access. To capture as many sales as possible and keep a favorable relationship with buyers, you need to plan properly for inventory. Throughout their discussion, they offer practical advice for vendors about being better prepared and more knowledgeable about managing your supply and relationships with retailers.  

About the guest:

Roberto Carli is the Co-Founder of Alloy. Alloy was purpose-built for companies that make, move, and sell goods. It is an intelligent supply and demand synchronization platform that brings companies and their suppliers closer to consumers. Alloy seamlessly connects data from suppliers, 3PLs, manufacturers, and brick-and-mortar and eCommerce retailers for end-to-end insight into product and operational performance. See where your products and materials are, where they're going, how they’re selling, and where they should be. Learn more at https://alloy.ai/.

On this episode, Mark and Robb welcome master broker David Biernbaum back to the show to discuss the timing of getting your product onto retail shelves. They explore a number of practical recommendations on how to impress buyers during your meeting, as well as the technicalities of what to expect once you have a contract with a retailer.  

As a manufacturer in the CPG industry, it always helps to have a broker working with you who understands the business already. If you’re lucky enough to get a meeting with a retail buyer, you have to remember that you are selling to the buyer, not to the consumer. Be prepared to explain how you’ll get consumers into the store, but the buyer needs to quickly understand that going into business with you will be worth it for them. 

David brings a wealth of advice and warnings about the process of getting into retail, offering crucial insights you won’t want to miss.

About the guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy. 

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater.

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

On this episode, Mark and Robb welcome Amanda Igrisan, Social Media Director at Jekyll & Hyde, to discuss the ins and outs of social media marketing.

They talk about how to best use social media, how to handle negative comments and why social media marketing is more than just putting content out for people to see. Social media is a good place for brands to develop their personality, but you also need to build an audience. Amanda discusses some elements of achieving this successfully.

They talk through the various major platforms and how they differ, discuss the useful data you can learn from a social media audience, and cover some of the common marketing misconceptions about social media campaigns.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

Walmart represents a huge opportunity for CPG brands to grow exponentially. To explore the possibilities, Mark is joined by Chad Bugos, co-founder and CEO of Infinity Worlds Inc. The company is a dedicated team of manufacturer brokers that specialize in Walmart distribution for their clients.

On the show, Mark and Chad discuss the kinds of products, brands and clients that Infinity Worlds partners with to help present to Walmart buyers. Chad talks about how Walmart differs from other types of retailers, considering the challenges and benefits that come with getting on a Walmart shelf.

Chad offers some advice for being prepared for Walmart consideration, what to anticipate and provide for a presentation to Walmart, how to use Retail Link as a great resource once your product is in Walmart and more. He offers invaluable insider information that is useful to CPG brands seeking a place at Walmart and those who are already there. 

Special Guest:

Chad Bugos’s Road to Retail was a little unconventional. After graduating from the University of Iowa Pharmacy program and later receiving his MBA, Chad worked as a Walmart pharmacist, then moved into Pharmacy Operations as a Regional manager before eventually landing at the Walmart Home Office as a senior buyer. He was known to his suppliers as a very strategic buyer, possessing great vision for where to take his categories to maximize the most gain. 

As Co-Founder and CEO of Infinity Worlds Inc, Chad believes in collaboration and open communication with his team and his clients to realize the common goal of maximizing sales. Well-respected within the Walmart walls, Chad is able to forge and build relationships based on his understanding of how Walmart thinks and what Walmart needs in order to serve the needs of the end consumer. Chad’s love of merchandise, searching for truly inspiring products and companies, and then helping those companies succeed is what he loves most about his job. When he is able to disengage long enough to get in some personal time, since he is an avid sportsman, you will find him happily in a deer stand or a duck blind.

Contact Infinity Worlds, Inc:

Email: info@infinityworlds.com

Phone: (479) 250.0915 

LinkedIn: https://www.linkedin.com/company/infinity-worlds-inc./about/

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode, we welcome Jekyll & Hyde’s Digital Media Director, Cameron Solu, to provide an overview of digital media marketing. Mark, Robb and Cameron cover tactics such as Search Engine Marketing (SEM), display ads, social media sponsored ads, retargeting campaigns and more.

They talk about types of targeting that can be done on different platforms, the type of media that appeals to users on those platforms and some different strategies across devices.

Also, they cover the strategy behind content marketing based on user behaviors, exploring tried and true tactics on the path that can convert someone in your targeted audience into a buyer. It’s crucial to understand your audience to appropriately market to them online.

Digital has to be a part of your ad campaign in this day and age, but it has to be done intelligently and efficiently to be successful.

Mark and Robb are joined by J&H’s Director of Traditional Media, Jeff Peterman. They discuss the reach of different types of media, including which are usually best for CPG products. They cover the value of recency in planning media and how it can offset the need for frequency.

They compare different formats and lengths of commercials on tv, radio and podcasts and why you would choose one for your product’s advertising.

They also explain why print is not dead, but they consider how changing trends in media consumption mean advertisers must adapt to capturing their modern audiences.

Mark and Robb explore the factors that determine how much you should spend on your advertising campaign, breaking down share of voice, share of market, frequency and more. They discuss why the category in which your product sells can make such an impact, plus strategies that can help tackle a greater share for your campaigns.

Mark lists what he would discuss with a client who comes to him asking about advertising budgets. They also cover some figures presented by Neilsen about advertising success and some common budget problems that can cause a campaign to fail.

Consultant and Master Broker David Biernbaum joins Mark and Robb on the podcast to discuss what a company should know before meeting with retail buyers. They go through steps in the process of getting a product on a retail shelf, exploring some of the thinking behind the store-level planning that determines whether or not a product will be approved. Category reviews at retail stores are major endeavors that any brand needs to be well-prepared for.

Smaller products and companies tend to be the higher margin products, with better innovation, but they’re still competing against the name recognition of big brands. Retail buyers are risk-avoidant, so a brand must make it clear that the risk for the retailer would be not adding your product to their shelves.

They explain the difference between brokers and master brokers and why brands need them to get into retail.

About the guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy.

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater.

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

Mark Young and Robb Taylor explain why a CPG product needs both a paid search campaign and an organic search strategy in their overall digital marketing strategy. They talk through typical consumer behavior that makes it important for your product to show up at the top of their search.

They cover the differences between intent terms, conquest terms and consideration terms and how they can be used to support your advertising campaigns. 

Mark Young and Robb Taylor explain the strategy of offering premium-priced products to consumers compared to presenting yourself as a low-price leader. They explore the differences for your company, your product and the retailers where you want to earn shelf space.

The future of CPG is cleaner, leaner, and more honest—and if you're not already preparing for it, you're falling behind.

In this landmark 100th episode, Mark and Justin unpack the rising Maha movement (Make America Healthy Again), its momentum in retail, and why it matters right now for every CPG brand. From Kroger’s food-as-medicine strategy to the shift away from artificial ingredients and seed oils, this episode delivers critical insights on the new retail ethos.

• What Bobby Kennedy’s HHS leadership means for food, supplements, and personal care
• Why major retailers are prioritizing ingredient integrity—and what that means for your shelf space
• The consumer awakening that's rewriting the rules for product formulation and packaging

This isn’t a trend—it’s a transformation. Listen now to position your brand on the right side of it.

Mark Young and Robb Taylor of Jekyll & Hyde Advertising expand on the difference between brand building and increasing sales for CPG companies. They explain what brand awareness, unaided brand awareness and top-of-mind awareness mean, in terms of measuring success – and what can make these figures nearly irrelevant.

They offer insight on what a brand really needs to do in order to shape how consumers experience the brand.

In today’s episode of CPG Insiders, Mark + Justin dive into their personal journeys in the CPG industry. Explore Mark’s early experience in advertising. Discover the importance of passion, purpose, and the impact of capitalism in creating successful products, and how the role of advertising can enhance people’s lives.

 In today’s episode of CPG Insiders, Mark + Justin reveal the only three paths that get brands into retail.

Retailers don’t care how much you believe in your product. They care whether it expands the category, trades customers up, or brings in new money.

Learn how to identify which path is right for your brand, and why anything outside of these three routes is a dead end. Discover how to use data, advertising, and team structure to make yourself irresistible to buyers under pressure to perform.

Getting on shelf is hard. This episode shows you how to make it a no-brainer.

On today’s episode of CPG Insiders, Mark + Justin wrap up the Unbreakable Rules for Retail series, this time focusing on the importance of mindset, truth, and proving one's worth in retail.  You’ve heard the product rules. You’ve heard the investment rules. But this episode tackles what separates the winners from the wannabes Learn the difference between abundance and scarcity mindsets. Discover the necessity of adapting to retail demands and the importance of humility in entrepreneurship. These are the beliefs and behaviors that define real retail success.  Realize the importance of manifestation and you WILL be successful.  If you're ready to build something big, this one’s for you.

On today’s episode of CPG Insiders, Mark + Justin are back with part 2 of their “Rules for Retail” series — and this time, they’re talking dollars and sense.

From advertising spend to broker relationships, learn the exact strategies successful brands use to scale at exponential rates. Discover what “15% just to stay in place” really means, why your broker should scare you a little, and how exponential growth only comes when you stop playing it safe.

In this episode of CPG Insiders, and part 1 of our  3-part series, Mark  + Justin dive deep into the product side of mass retail, revealing timeless strategies that separate hero products from mediocre ones.

In this video, we break down: • Believe in Your Product: Never make products you don't truly believe in. Authentic passion is contagious—when you believe in your product, buyers and customers do too. • Solve a Real Human Problem: Ensure your product addresses a genuine need. If your solution doesn't meet a core human problem, it won't resonate with a mass audience. • Focus on a Specific Audience: Avoid trying to be everything to everyone. Being a me-too product dilutes your brand. Instead, focus on a clearly defined target market. • Keep It Simple: Make products that can be described in one sentence. Clarity in your message builds better brand recall. • Maintain Strong Margins: Never have less than a 5:1 margin. A higher margin provides the budget needed for effective advertising and long-term growth. • One Hero Product Over Many Mediocre Ones: One successful item is better than ten mediocre products. Identify and protect your hero product, and never cannibalize its success. • Fit into Retail Expansion Levers: Your product should enhance profitability, drive higher volume, or expand category offerings—helping you capture more shelf space in mass retail.

They discuss the importance of aligning your product strategy with retail buyer expectations and the key role of innovation and focus in scaling your brand from digital success to dominating the big-box retail space.

If you enjoyed this episode and want more actionable insights on achieving mass retail success, connect with us: • LinkedIn for Podcast: https://www.linkedin.com/company/cpginsiders • LinkedIn for Agency: https://www.linkedin.com/company/jekyll-and-hyde-labs • Podcast Website: https://cpginsiders.com/ • Agency Website: https://jandhlabs.com/ • Apple Podcast: https://podcasts.apple.com/us/podcast/cpg-insiders/id1434129622 • Spotify: https://open.spotify.com/show/0JOZgrcDS8FezhyrulHRhI

Subscribe now for more expert tips on mass retail, effective product strategies, and building a brand that stands out in a crowded marketplace. Leave us a 5-star review wherever you get your podcasts, and stay tuned for Part Two where we explore investment strategies for retail success!

In today’s episode of CPG Insiders, Mark + Justin break down the biggest mistakes brands make when trying to transition from eCommerce to Mass Retail.

With thousands of products competing for attention, success isn’t about being on the shelf. The brands that win have already done the work to before the customer even walks in the store.

Learn why digital-only strategies fall short. Discover how mass media builds trust and recall, and why winning at retail starts long before the shopping trip begins.

In today’s episode of CPG Insiders, Mark + Justin reveal the #1 question brands ask: How do I get into retail? With SKU rationalization and increased competition, breaking into brick-and-mortar is harder than ever. But the brands that succeed aren’t just pitching buyers. They’re creating undeniable demand. Learn the proven strategy that gets brands from DTC success to national shelves, why TV advertising is a game-changer, and how to position your product for maximum retail appeal.

In today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks.

Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this foundational work. Gain insights into the real impact of purpose-driven branding, why authenticity isn’t optional anymore, and how failing to define your customer can leave you lost in the noise.

In today’s episode of CPG Insiders, Mark +Justin are joined by Coach Bob Shenefelt to talk about cutting through the noise—both in business and in life. Visionaries and entrepreneurs are constantly bombarded with distractions, making it easy to feel scattered and stuck. Coach Bob, author of Unscatter the Chatter, shares his insights on how to break free from mental clutter, focus on what truly matters, and build a life and business with clarity and purpose. Learn why willpower alone won’t drive real change, how structure actually fuels creativity, and why understanding your North Star is critical for long-term success. From managing internal chatter to creating an environment that supports growth, this conversation unpacks the mindset shifts that lead to real progress.

In today's epsidoe of CPG Insiders, Mark + Justin discuss the major shifts coming to the CPG industry in 2025. With a new administration bringing regulatory changes and a push for healthier food options, brands must be prepared to adapt. They cover everything from new health-focused policies to evolving retail strategies and the rising influence of Amazon-style advertising models. Learn how changes like ingredient bans, price shifts, and evolving consumer preferences will impact your brand—and what you can do to stay ahead. Whether it's navigating new regulations or optimizing your retail partnerships, this episode is packed with actionable insights to help brands thrive in an ever-changing landscape.

In this episode of CPG Insiders, Mark + Justin are joined by negotiation expert Chris Voss, former FBI hostage negotiator and author of Never Split the Difference, to discuss his new book Empathy and Understanding In Business. Together, they dive into the art of negotiation, exploring how empathy, trust-building, and collaboration can transform your business strategy.

Learn why understanding the other party’s perspective is critical, how to create long-term vendor relationships, and why prioritizing collaboration over compromise is essential. Chris Voss brings his unique expertise to the CPG world, offering actionable insights to help brands win in high-stakes negotiations.

In this episode of CPG Insiders, Mark + Justin discuss why your advertising budget for 2024 won't cut it for 2025. They explore the impact of media inflation, the necessity of evolving your marketing strategy based on future goals rather than past performance, and the importance of understanding your brand's replenishment cycle. Dive into their conversation on the complexities of CPG advertising, how to effectively plan for growth, and why maintaining last year’s budget could hinder your success. This episode is packed with insights to help brands stay ahead and thrive in an ever-changing market.

In today’s episode of CPG Insiders, Mark, riding solo, dives into the critical mindset of “playing to win” versus “playing not to lose.” Drawing from his personal racing experiences and entrepreneurial insights, he explores how this shift in perspective can make or break success in consumer packaged goods. Learn  the risks involved in retail entry, the power of brand awareness, and the importance of proving your product in the marketplace. For entrepreneurs looking to thrive, this episode reinforces why bold actions and calculated risks are essential for growth.

On today’s episode of CPG Insiders, Mark + Justin are joined by frequent guest and veteran CPG expert David Biernbaum to discuss the do's and don'ts of preparing for ECRM meetings and the critical importance of a solid marketing plan. They dive into how retailers evaluate new products, and common mistakes to avoid, and how to ensure your product gets and stays on the shelf. Learn how ECRM can be a game-changer for brands that are ready to present themselves professionally and effectively.

On today’s episode of CPG Insiders, Mark + Justin explore the concept of the "Free Zone”, where brands can escape competition by creating unique value. They discuss how consumer brands can find untapped market spaces and leverage collaboration to elevate their industries. With examples ranging from beauty to beverages, they dive into how brands can distinguish themselves by aligning authentically with their customers and finding new ways to create impact. Learn how to navigate your brand towards a sustainable competitive advantage!

On today’s episode of CPG Insiders, Mark + Justin dive into the intersection of business and politics, with the upcoming U.S. presidential election looming large. They discuss how consumer brands must navigate the chaotic political climate, exploring how marketing strategies and consumer behavior shift during election season. From the rising cost of goods to political alliances and the potential implications for your business, learn insights on how brands can prepare for the uncertainty ahead. Don’t miss this crucial episode on steering your brand through turbulent times.

In today's episode of CPG Insiders, Mark dives into the importance of assembling the right team, particularly focusing on the value of a fractional CFO for growing businesses. Joined by Paul Harrison, a seasoned fractional CFO with extensive experience in the consumer packaged goods industry, they discuss the critical role a CFO plays in managing finances, predicting cash flow needs, and avoiding costly mistakes.

Tune in to learn insights on how a fractional CFO can provide the expertise of a full-time CFO without the full-time cost, making it an ideal solution for startups and mid-sized companies. 

Bio: Paul Harrison is a seasoned fractional CFO with over 15 years of financial and operational experience, specializing in supporting high-growth companies. His expertise spans working with major retailers like Whole Foods, Trader Joe's, Walmart, Costco, Kroger, Aldi, Home Depot, and Amazon. Paul has successfully created financial models for profitable product launches and secured financing from lenders and investors. His leadership experience includes roles at Krispy Kreme Doughnuts and Lucy's, where he led teams across FP&A, accounting, finance, HR, IT, and risk management. Paul holds an MBA from the University of Virginia's Darden School and a BA from Emory & Henry College, and he is a Certified Public Accountant (inactive). In addition to his professional achievements, Paul has served as a board member and finance committee chair for HabitatForsyth, a Habitat for Humanity affiliate. Outside of work, he is an avid runner and triathlon participant who enjoys the outdoors.

LinkedIn: https://www.linkedin.com/in/paul-harrison-2957b21/

In today’s episode of CPG Insiders, Mark is joined by Drew Littlejohns, co-founder of VH Nutrition and an expert in the Amazon landscape, to dive into the often-overlooked challenges of building a successful Amazon business. This conversation explores the complexities of navigating Amazon's ever-evolving platform, the impact of AI on search algorithms, and the steps brands must take to protect their presence online.

Learn insider strategies, including the importance of tightly managing your Amazon listings, handling rogue resellers, and the hidden costs of staying competitive on the platform. This episode is a must-listen for anyone selling on Amazon who wants to ensure they’re maximizing their success while avoiding the platform's pitfalls.

Bio:

Drew Littlejohns is the CEO and Co-Founder of VH Nutrition, a company that has sold over $60 million worth of products on Amazon, Walmart, and Shopify. Starting from humble beginnings in basements and garages, Drew and his partner grew the business into a multi-seven-figure operation with a GMP-certified facility, FDA registration, and a spot in the top 1% of third-party Amazon sellers.

Beyond eCommerce, Drew is an adventurer who has climbed all 58 of Colorado's 14,000-foot peaks and is pursuing a PhD in Philosophy from Kairos University. With over 14 years of Amazon experience, Drew now runs AMZFixer.com, a consulting and brand management agency helping businesses navigate the complexities of selling on Amazon.

You can connect with Drew at: Email: Drew.littlejohns@gmail.com Website: AMZFixer.com

In today’s episode of CPG Insiders, Mark is joined by award-winning entrepreneur Justin Floyd to address a growing concern in the industry: counterfeiting. Mark + Justin discuss the alarming rise of counterfeit products and the impact on both consumers and legitimate brands. 

Learn how AI and advanced technology can help combat this issue and protect supply chains with real-world examples, highlighting the significant economic implications and the importance of maintaining product integrity.

About Justin Floyd   Justin Floyd is an award-winning entrepreneur with a 25-year track record of founding and investing in pioneering technology companies solving the world’s biggest economic and social challenges. He founded RedCloud to address fundamental issues with the global supply of consumer goods that prevent brands, distributors and retailers in fast-growth economies from trading efficiently, transparently and cost-effectively with one another. Floyd’s previous experience includes founding and running cloud intelligence company Vecta and co-founding transatlantic fintech company CC. He is twice a regional Ernst and Young Entrepreneur of the Year finalist, four times a Red Herring 100 winner, a Finalist Codie award winner, and a Fast Track 100 finalist. 

In today’s episode of CPG Insiders, Mark is joined by entrepreneurial giants Dan Sullivan, Joe Polish, and Dean Jackson. They explore effective marketing strategies, drawing on decades of experience. The group shares transformative ideas that have propelled their careers, focusing on how small businesses can apply psychological principles to influence consumer behavior and the importance of consistent relationship-building. This episode provides firsthand experiences and actionable insights from top minds in marketing and entrepreneurship.

Tune in for valuable knowledge to enhance your marketing and business growth strategies.

In today’s episode of CPG Insiders, Mark + Justin are joined by friend and frequent guest David Biernbaum to discuss SKU rationalization in retail. They dive into  how retailers streamline their product offerings to boost efficiency and profitability, especially during economic downturns. The conversation covers the impact on both large and small brands, emphasizing the importance of maintaining unique products to attract loyal customers.  Learn practical advice for challenger brands trying navigate SKU rationalization and effectively collaborate with retailers. Tune in for expert insights and strategies to help your brand thrive. 

In today's episode of CPG Insiders, Justin + Paul continue their exploration of the organizing idea, shifting focus to the essential first step: understanding your brand identity. Building on their previous discussion, they dive into why knowing who you are and why you exist is crucial for creating authentic connections with your audience. Learn practical insights and strategies for uncovering your brand’s true purpose, ensuring your messaging aligns and resonates with your target market.

In today’s episode of CPG Insiders, Justin welcomes Paul, the Creative Director at Jekyll+Hyde, to explore the crucial elements of building a brand that lasts in the CPG industry. They discuss the importance of understanding your brand's identity, knowing your customers, and developing cohesive messaging that resonates with your target audience. They share practical insights on avoiding common pitfalls, maintaining brand trust, and transforming transactions into lasting customer advocacy.

If you've ever wanted to know the behind-the-scenes secrets of creating a brand that stands the test of time, this is the episode for you.

In today’s special edition of CPG Insiders, Mark + Justin offer a behind-the-scenes look at their consultative process with emerging brands in the consumer packaged goods industry. They engage with the founders of the Scrummy Sweets Co. to dissect the challenges and opportunities of launching a new product in a highly competitive market. From discussing production difficulties and market entry strategies to exploring marketing tactics and distribution challenges, this episode provides invaluable insights into the realities of scaling a CPG brand. If you’ve ever wanted to peek behind the curtain and discover the secrets of brand consultation, this episode is a must-listen!

On today's episode of CPG Insiders, Mark + Justin delve into the critical role of Amazon in the CPG landscape, emphasizing how it's shaping consumer behavior and expectations. They discuss strategies for effectively using Amazon as a platform, from choosing the right fulfillment options to navigating the competitive marketplace. They also address the importance of adapting to Amazon's influence on customer experience, from product discovery to post-purchase interactions. For CPG brands looking to thrive in today's e-commerce-driven world, this episode provides valuable insights into leveraging Amazon's vast reach while protecting and growing their brand.

On today's episode of CPG Insiders, Mark + Justin address the critical topic of legal navigation within the CPG industry. They underline the importance of understanding FDA and FTC guidelines to prevent regulatory pitfalls, especially when making product claims. They discuss the need for specialized legal counsel to aid in classifying products appropriately and ensuring compliance with advertising standards. The episode acts as a cautionary yet informative guide for CPG entrepreneurs to emphasize the proactive management of legal risks and the value of professional support in achieving business longevity and success.

In this episode of CPG Insiders, the focus turns to the critical importance of intellectual property (IP) in the CPG world. Mark + Justin explore how IP serves as a vital asset that can greatly enhance a company's market value, drawing parallels to real estate. They cover the essential aspects of patents, trademarks, copyrights, and trade secrets, underlining the necessity of safeguarding innovation. The conversation also touches on the evolution of business valuation from tangible to intangible assets, underscoring the strategic advantage of IP. This episode is packed with key insights for CPG entrepreneurs aiming to utilize intellectual property effectively to protect and expand their businesses.

In todays episode of CPG Insiders

Mark + Justin tackle an essential question for entrepreneurs: Do you have a single product or the foundation for a broader business? They delve into the critical differences between having a successful item on platforms like Amazon and building a sustainable, scalable business capable of thriving in the competitive retail landscape. Through insightful examples and analysis of market dynamics, Mark and Justin offer valuable guidance for evaluating your product's potential and strategizing for long-term growth. This episode is a must-listen for anyone looking to understand the nuances of product versus business in the CPG industry.

TikTok might look like cat videos and dance challenges—but for CPG brands, it's a massive opportunity. In this episode, Dr. Mark Young and Justin Girouard are joined by special guest Mark Young II, Founder + CEO of Ryze Agency, to break down how brands can use TikTok effectively without wasting budget.

From understanding why TikTok works on impulse buys, to navigating creative fatigue, to exploring how AI and user-generated content are reshaping the ad world—this conversation pulls back the curtain on what's really driving results in digital.

Whether you're skeptical about TikTok or itching to test it, this episode will help you decide if it's the right platform for your brand, and how to approach it strategically.

On today’s episode, Mark + Justin dive into the game changing strategies from the book “10x is Easier than 2x” by Dan Sullivan and Dr. Benjamin Hardy. They explore the revolutionary concept that aiming for tenfold growth is not only more exciting, but often easier than the traditional goal of doubling. Drawing from their extensive experience, Mark + Justin discuss how this 10x mindset shifts the approach to business, pushing beyond the limits of incremental growth to embrace innovation and bold thinking. This episode is packed with practical advice, real-world examples, and insights into how entrepreneurs can apply 10x thinking to achieve extraordinary success. Whether you’re looking to revolutionize your business or personal life, this episode offers the inspiration and tools to think bigger and achieve more.

This episode, Mark + Justin welcome back master broker, David Biernbaum, to discuss his experience with ECRM (Efficient Collaborative Retail Marketing) and its impact on the Consumer Packaged Goods industry, especially for entrepreneurial brands. ECRM has changed the industry by offering category-specific events where new companies get a chance to interact directly with retail buyers - significantly increasing opportunities for small brands. The guys also talk about how to determine if your brand is ready for ECRM and the steps you can take to prepare for the event.   About David Biernbaum: David is a nationally acclaimed consumer products retail business consultant and master broker who has brought more than 200 successful consumers brands to market. Learn more about David Biernbaum & Associates.

This episode, Mark meets with Lauren Stiebing of LS International to discuss mentorship. The right mentor can fast track your learning + help you take your business to the next level. Lauren shares her insights into how to connect with the right mentor and what kind of commitment it takes to build an impactful mentor-mentee relationship. Plus, Mark + Lauren talk about common obstacles and goal-setting for purposeful work together with a mentor.    About Lauren Stiebing: In 2015, Lauren founded LS International, an organization that partners with global consumer companies to help them find, retain, and develop their executive teams to face the challenges of tomorrow. LS International also sponsors the LEAD Network, which promotes the advancement of diversity within the Consumer + Retail Industry. Check out LS International's knowledge center for more info and resources.

https://ls-international.com/about-us/

https://ls-international.com/knowledge-center/

https://ls-international.com/about-us/lauren-stiebing/

This episode, Mark + Justin talk entrepreneurlife and the age-old "too much to do, not enough time" problem with Andrew Mellen, author of Calling Bullsh*t Busy. Andrew teaches entrepreneurs, businesses, and everyday people how to leverage time management + simplification to create freedom through organization.

Deeper than just 'getting organized', Andrew fosters real transformation by changing how people think, feel, and interact with time, money, and stuff. Plus he shares easy, actionable steps you can take right now to address time-productivity obstacles in your own business. A great listen for anybody looking to take more control of their time + improve productivity to enhance their quality of life.    About Andrew Mellen: "The Most Organized Man in America", Andrew is a best-selling author with ideas featured on Oprah and TedX. As one of the pioneers of professional organizing + productivity, Andrew travels the world speaking, teaching, and coaching individuals and global brands including the New York Mets, Genentech, American Express, Time, Inc., and the Metropolitan Museum of Art. For more about Andrew or to enroll in one of his programs, check out his website.