CPG Brand Builders

Braden Douglas
  • 5.0 (2)
  • Marketing
  • Updated Weekly

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

  1. Sep 3

    How CPG Brands Can Beat Private Label

    Private label is getting better, prices are competitive, and crowded categories like popcorn are full of options. So how can branded CPG companies actually win? In this video, Braden breaks down Whole Foods 365 White Cheddar Popcorn vs. SkinnyPop to explore the bigger battle between private label and branded CPG. Private label can compete on price and check important consumer boxes like organic, gluten free, and dairy free. But what does private label often miss? Brand connection. Personality. Differentiation. Braden explains how CPG brands can compete by: • Innovating with flavors and products that private label cannot easily replicate • Building a stronger emotional connection with consumers • Using branding to create meaningful differentiation • Finding the right price point instead of competing only on being cheaper • Creating collaborations that connect the brand with specific audiences • Using multipacks and other strategies that are more difficult for private label to replicate • Avoiding the mistake of giving every retailer your entire playbook And for private label, there is a major opportunity: stop being just the cheaper alternative and start building a brand consumers actually connect with. If you are a CPG marketer, brand leader, founder, or retail executive, this is an important look at how branded CPG companies can protect their differentiation and compete against private label. Join our CPG Brand Builders community: www.cpgbrandbuilders.comConnect with other CPG marketers, brand leaders, and founders and get access to our community, Strategy School, and CPG resources. #CPG #CPGMarketing #PrivateLabel #BrandStrategy #CPGBrands #RetailMarketing #BrandBuilding #ConsumerBrands #MarketingStrategy #SkinnyPop

  2. Aug 17

    What Do Marketers Actually Do? The 3 Roles Every Marketer Must Master

    Everyone seems to have a different definition of marketing. Is it advertising? Branding? Social media? Promotions? Research? Sales? In this episode of CPG Brand Builders, Braden Douglas goes back to the fundamentals of economic exchange, supply and demand to explain what marketing really is and what marketers actually do. At its core, marketers create demand. But how do we do that? Braden breaks the marketer’s role into three essential areas: 1. Strategy Understanding the market, the consumer, the competition, and where the brand can win. 2. Planning Turning strategy into a clear plan for how the brand will create demand and achieve its objectives. 3. Execution Bringing the strategy and plan to life through the marketing activities that connect brands with consumers and drive results. In this episode, you will learn: • What marketing really is • How economic exchange and supply and demand connect to marketing • Why marketers are fundamentally in the business of creating demand • The three critical roles of a marketer: Strategy, Planning, and Execution • How marketers create value for both consumers and businesses • Why marketing is so important to business growth • How to better communicate the value of your role as a marketer By the end of this episode, you will have a much clearer understanding of what marketing is, what marketers actually do, and why marketers are invaluable to their organizations. If you are a CPG marketer, founder, brand leader, or business executive, this episode provides a practical framework for understanding the real purpose and value of marketing. Like, subscribe, and share for more conversations and practical growth strategies for CPG brands. Join CPG Brand Builders: brandbuilderscpg.com. #CPG #Marketing #MarketingStrategy #BrandBuilding #CPGMarketing #DemandGeneration #MarketingLeadership #BrandStrategy #ConsumerGoods #BusinessStrategy #GrowthMarketing #MarketingInsights

  3. Aug 11

    How Gatorade Got People to Buy Something That Didn’t Exist

    How Gatorade Got People to Buy Something That Didn’t Exist How do you get customers to try a product they have never seen before? Gatorade offers one of the best lessons in CPG marketing. When Gatorade was created in 1965, it wasn't simply entering an existing beverage category. It was introducing something completely new. The brand's early success came from identifying the right people to try it first: innovators who were willing to embrace a new solution to a real problem. In this episode, Braden breaks down the story behind Gatorade and the marketing principles that helped turn a new product into a category-defining brand. You'll learn: How to identify your innovator audience Why your first customers can be critical to your brand's growth How to find people who are willing to try something new Why solving a real customer need is essential to building demand How early adopters can help create credibility for a new product What Malcolm Gladwell's concept of "Mavens" can teach CPG marketers Why brands need patience to build lasting momentum How to build a brand that can grow beyond its initial audience If you are a CPG founder, marketer, or brand builder launching a new product or creating a new category, this is a lesson worth studying. The question is: Who is your innovator audience? Find the people who are willing to try your product first, solve a meaningful problem for them, and use that early credibility to build momentum for your brand. JOIN OUR CPG BRAND BUILDERS COMMUNITY Want more strategies, education, and real-world insights to help you build and grow a CPG brand? Join the community at brandbuilderscpg.com Subscribe to CPG Brand Builders for more conversations, strategies, and case studies designed to help CPG founders and marketers build stronger brands and drive growth. #CPG #CPGMarketing #BrandBuilding #Gatorade #BrandStrategy #CPGBrands #ProductLaunch #MarketingStrategy #ConsumerPackagedGoods #BrandFounders #CategoryCreation #BrandBuilders

  4. Jul 20

    Inside the $1.5 Billion Kombucha Boom: What Consumers Really Want

    What do consumers really want from their kombucha? Kombucha has grown into a $1.5 billion category, growing 10-15% a year as more consumers move toward functional beverages that support gut health. In this episode, Braden Douglas breaks down what's driving that growth and takes a close look at the real marketing decisions behind some of the biggest names in kombucha. In this episode, you will learn: -How the Core 8 methodology applies to a fast-growing functional beverage category -How 365 by Whole Foods, Synergy, Alive & Well, Humm, and Brew Dr. Kombucha are each positioning their brands -How probiotic brands like Poppi are shifting what consumers expect from "better for you" drinks -What consumers actually look for when they choose a functional beverage -Practical marketing strategies for kombucha and functional health brands Braden Douglas is one of the most respected growth strategists in CPG marketing, with a career built at P&G and Frito-Lay and two decades running Crew Marketing Partners. He's known for helping brands identify overlooked opportunities and scale with intention. If you're building a brand in functional health or kombucha, this episode is filled with practical insights you can apply immediately. Join CPG Brand Builders for our next cohort: brandbuilderscpg.com #Kombucha #FunctionalBeverages #GutHealth #CPGMarketing #BeverageIndustry #BrandStrategy #BetterForYou #ProbioticDrinks #CPGBrandBuilders #MarketingStrategy

  5. Jul 13

    What Every CPG Marketer Should Know About the Olive Oil Category

    Most 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

  6. Jul 6

    How I Would Grow a Beverage Brand to $10M | Marketing Strategy

    What 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 success Whether 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

  7. Jun 29

    The Marketing Mindset Every CPG Brand Needs to Win | Jenny Van Dorf | CPG Brand Builders

    What 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.com Subscribe 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

  8. Jun 22

    Stop Chasing CPG Trends: The Marketing Fundamentals That Actually Drive Demand

    Are 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 size Whether 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

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Ratings & Reviews

5
out of 5
2 Ratings

About

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

Information

  • Creator
    Braden Douglas
  • Years Active
    2026
  • Episodes
    24
  • Rating
    Clean
  • Copyright
    © Braden Douglas
  • Show Website
    CPG Brand Builders