Are new brands getting squeezed out of the packaged goods markets?
It seems like every day there’s some new merger to further consolidate the production, distribution and retail channels. The markets are getting monopolized by a few big players with hundreds of brands.
Access to market is getting tougher and tougher. There’s less shelf space and more retailer-owned control brands.
So why do we think the time has never been better to start a new CPG brand?
1) Corporate compliance
Due to increasing litigation in the marketplace, the big boys who have a lot to lose have given tremendous power to their legal departments. “Everything has to go through compliance” is the refrain that echoes through their halls.
For all its good intentions, this trend dampens risk taking and creativity at the corporate level.
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Who We Are.
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
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