# 150 - Packaging and brand design with some ancient philosophy w/Siena Dexter from Smashbrand

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2022-09-13
- Length: 30m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from
- Listen: https://encase.substack.com/p/150-packaging-and-brand-design-with

## Summary

Siena Dexter, Director of Strategy at Smashbrand, explains how her background in ancient history and social anthropology informs her approach to brand strategy and consumer communication. She details Smashbrand's data-driven methodology, which uses consumer testing to measure 'purchase intent' and optimize packaging design for retail shelf performance. The conversation highlights the risks of rebranding without consumer validation, citing a spirits brand that lost sales due to poor shelf recognition, and emphasizes the importance of 'packwords' and messaging hierarchy in capturing attention in a distracted retail environment.

## Chapters

- [0:04](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from#t=4) Introduction and Siena's Academic Background
- [10:54](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from#t=654) Smashbrand's Data-Driven Brand Strategy
- [13:59](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from#t=839) Measuring Purchase Intent and Consumer Testing
- [18:23](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from#t=1103) The Risks of Rebranding and Shelf Recognition
- [21:49](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from#t=1309) Packwords, Messaging Hierarchy, and Aristotle's Rhetoric
- [25:52](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-13-150-packaging-and-brand-design-with-some-ancient-philosophy-w-siena-dexter-from#t=1552) Retail vs. Digital Attention and Conclusion

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

companies scaling up

## Mentioned

- Smashbrand (company)
- Yucatan guacamole (product)
- Capri Sun (product)
- University College London (other)

## Related episodes from other shows

- [139: How to Scale Your Physical Product in Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores) (Product Startup)
- [3 Steps to Refining Your Brand Through Testing](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-04-26-3-steps-to-refining-your-brand-through-testing) (The Startup CPG Podcast)
- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)
- [#233 - Ask-Me-Anything: Marketing with Janice Greenwald](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-27-233-ask-me-anything-marketing-with-janice-greenwald) (The Startup CPG Podcast)
- [Investor Spotlight: Consumer Psychology, Channel Strategy, and What Actually Makes Brands Win — David Bell, Idea Farm Ventures](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-13-investor-spotlight-consumer-psychology-channel-strategy-and-what-actually-makes) (The Startup CPG Podcast)

## Citing this page

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