Hardware Podcasts

3 Steps to Refining Your Brand Through Testing

The Startup CPG Podcast · 26 Apr 2021 · 26m

What this episode covers

Rebekah Hubbard, Managing Director at Heart Creative, outlines a three-step framework for CPG brands to refine their identity through testing. She explains how to define target audiences using data, test messaging and visuals via PPC and social ads, and iterate on brand voice and packaging based on real consumer behavior. Hubbard emphasizes the importance of testing recipes in home kitchens and building a robust email marketing ecosystem to drive revenue.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Heart Creative, Pacific Foods, Tofurky, Tolerant
Products
Peloton
Tools
Shopify, Mailchimp

Related episodes from other shows

Other shows on the same ground, closest first.

  • People of Packaging · 30m

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

    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.

    Packaging designMarketing & brand
    6 chapters

  • People of Packaging · 35m

    269 - The Wizard of Brand Clarity shares insights on brand positioning and packaging

    Kathy Guzman Galloway, CEO of Clarity Wizard and former PepsiCo and Boost Mobile executive, explains how brand positioning principles apply to CPG packaging. She argues that packaging is the final checkpoint for consumer engagement and must balance consumer needs, functional benefits, and the brand's unique voice. Using Nature's Nate honey as a case study, she illustrates how authentic identity and disruptive design help brands stand out on retail shelves.

    Marketing & brandPackaging design
    5 chapters

  • People of Packaging · 36m

    352 - Are you ready to see the next revolution in packaging testing?!? Ankit Dhawan from Blue-Pill.ai

    Ankit Dhawan, founder of Bluepill.ai, explains how his software uses AI-driven digital twins to simulate consumer behavior for packaging testing, reducing costs from $15,000–$25,000 and weeks of time to under ten minutes. During a live demo, Dhawan analyzes Miss Essie’s BBQ Sauce packaging against competitors like Sweet Baby Ray’s and Stubbs, identifying strengths like practical dispensers and weaknesses like pale illustrations. The discussion highlights the software’s ability to provide objective, data-driven insights on shelf performance and claim effectiveness, addressing the high cost and slow iteration of traditional market research.

    Packaging designAI & machine learning
    10 chapters

  • How I Built This · 28m

    BONUS: Brand Building Live at Cannes Lions

    Jim Stengel, former Global Marketing Officer at Procter & Gamble, discusses brand building strategies with Guy Raz at Cannes Lions. Stengel shares case studies from his tenure at P&G, including the launch of Duncan Hines cookies, the revitalization of Jif peanut butter through immersion research, and the rescue of the Pampers brand by focusing on baby development. He emphasizes the importance of combining data with ground truth, navigating social media and influencer marketing, and maintaining brand relevance in a polarized political climate.

    Marketing & brandValidation & product-market fit
    9 chapters

  • Product Startup · 18m

    177: Package Design Tips for New Hardware Products

    Justin Chen, co-founder of PickFu, explains how hardware startups can use iterative consumer feedback to design effective packaging. He outlines a process of testing packaging variations against competitors to de-risk design decisions and ensure the product's value is clearly communicated. Chen emphasizes that high-quality, informative packaging acts as a 'digital billboard' that builds trust and drives sales both in retail and online.

    Packaging design
    7 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by The Startup CPG Podcast. The episode itself belongs to its publisher.