Devin Quinn

CPG founders: BE THE BRAND. Authenticity wins! This was a great (and funny) question from an audience member during my panel at the ECRM/retailmediaIQ Founders' Innovation Day that brought up a good point. The audience member was told by an agency that he was "too old, too white and too male" to represent the brand. So he asked panelists Obi Linton of Nicobi Foods, LLC and Hector Saldívar of Tia Lupita®Foods what their thoughts were about it, as they are each the faces of their successful brands. They actually recommended that he lean into it, and be the "old white male" with an amazing product, and embrace his authenticity despite what the agency says. This was an amazing discussion that also included Fire Department Coffee's Luke Schneider, and you can watch it in full on YouTube or listen to it on our podcast at the links in the comments! #branding #socialmedia #brand #cpg #ecrmrangeme Sarah Davidson Jeffrey Friedman Teresa N. Wayne Bennett Kurt R. Ted Peterson Scot Meyer Jeffrey Woldt Thorvardur Palsson de Shong Chloe Hoban Dan Mack TRACEY PRIEST Bruce Montgomery

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Optimizing for conversion without brand is a race to diminishing returns. Performance without brand becomes transactional and fragile. Brand creates demand; performance converts it. Data sharpens creativity, but it doesn’t replace it. The brands that scale do not choose between ROI and relevance. They integrate both. Inspired by a thoughtful Inc. article on brand + performance. #BrandBuilding #PerformanceMarketing #BrandStrategy

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This article reinforces what many CPGs are now confronting. PepsiCo’s move to cut prices, simplify its portfolio, and reinvest in execution isn’t about short-term volume. It’s a recognition that traditional marketing and price led growth are no longer enough in a value constrained, choice overloaded environment. As portfolios shrink, every remaining SKU has to perform. That’s where shopper marketing becomes essential, not optional. Shopper marketing connects pricing, portfolio focus, and productivity at the point of decision. It simplifies choice, reinforces value, and turns operational efficiency into conversion at retail. This is the shift the article points to: Away from broad marketing and constant price increases, toward focus, precision, and execution. Shopper marketing is no longer a choice. It’s how brands protect competitiveness and grow in today’s market. #ShopperMarketing #CPG #RetailExecution #MarketingEvolution #BrandXMarketing

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Today Keurig Dr Pepper (Fortune 500 Rank #284) announced its intent to acquire Dutch coffee and tea conglomerate JDE Peet’s (Forbes Global 2000 Rank #1218) for $18 billion. Check out our blog post for details of the Keurig Dr Pepper Acquisition, what execs were involved in the deal, speculation over what might happen after the acquisition, quotes from the CEOs about the deal, the broader industry context and next steps & timelines. If you're a sales rep selling into these accounts, this is a must read. https://lnkd.in/e57VsN6a

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I've spoken to a number of winery owners in the recent weeks about distribution changes in California. LibDib, LLC is a great option, allowing you to secure distribution quickly, control your relationships and scale at your pace. As they say in this blog post: "the industry will continue to evolve—and consolidation in the distribution tier will likely accelerate. But that doesn’t mean suppliers have to settle for less access, less attention, or less control."

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Have you noticed any change in Amazon’s brand identity lately? If not — that’s actually a huge success. At least in the short term. 𝗠𝗼𝘀𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲𝗻’𝘁 𝗺𝗲𝗮𝗻𝘁 𝘁𝗼 𝗻𝗼𝘁𝗶𝗰𝗲 𝗶𝘁. 𝗔𝗻𝗱 𝘁𝗵𝗮𝘁’𝘀 𝗮 𝗯𝗿𝗶𝗹𝗹𝗶𝗮𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. No launch film. No press blitz. No brand anthem with orchestral strings. Just a quiet rollout across 15 global markets—an initial phase in a broader global refresh. Billions of touchpoints, refreshed without making a scene. In branding, sometimes the boldest move is the invisible one — Subtle. Repetitive. Relentless. Until one day, you look up and think: “𝘏𝘶𝘩. 𝘏𝘢𝘴𝘯’𝘵 𝘪𝘵 𝘢𝘭𝘸𝘢𝘺𝘴 𝘭𝘰𝘰𝘬𝘦𝘥 𝘭𝘪𝘬𝘦 𝘵𝘩𝘪𝘴?” 𝗧𝗵𝗮𝘁’𝘀 𝗺𝗲𝗺𝗼𝗿𝘆. 𝗘𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗲𝗱. Frankly, I’m surprised it took them this long. Managing a brand ecosystem under a masterbrand without a unified visual identity is like conducting an orchestra where each musician’s playing a different song. Loud and memorable — but for all the wrong reasons. Amazon’s old brand system was starting to drift — each sub-brand doing its own thing. The new identity brings it all into sync. One smile. One tone. One visual rhythm. 𝗪𝗵𝗮𝘁’𝘀 𝗰𝗵𝗮𝗻𝗴𝗲𝗱? • A warmer, more human smile in the logo (you’ll squint and see it) • A new typeface — Ember Modern — made for global legibility and digital elegance • A sharpened palette: Smile Orange with a bit more zing, Prime Blue turned richer • Refreshed iconography • A smarter visual identity system and architecture that makes 50+ sub-brands feel like one coherent family This isn’t just about being consistent — it’s also about being coherent and flexible. As a brand shows up across more surfaces and contexts, adaptability becomes just as important as alignment. 𝗪𝗶𝗹𝗹 𝘁𝗵𝗶𝘀 𝗱𝗲𝗹𝗶𝘃𝗲𝗿 𝗥𝗢𝗜? According to Deloitte (2019), consistently presented brands are 3.5x more likely to enjoy strong brand visibility. And a Lucidpress (Marq) (2021) study found that brands with consistent identity systems can see up to 23% higher revenue over time. Consistency across a billion touchpoints isn’t just a virtue — it’s a growth engine. 𝗧𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗸𝗶𝗻𝗱 𝗼𝗳 𝗰𝗼𝗺𝗽𝗼𝘂𝗻𝗱 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁 𝗺𝗼𝘀𝘁 𝗖𝗠𝗢𝘀 𝘄𝗼𝘂𝗹𝗱 𝗸𝗶𝗹𝗹 𝗳𝗼𝗿. Spotify did it. So did Burberry. And Airbnb didn’t just change their logo — they built a system that made their brand feel both personal and global. Because when all the noise fades, this remains: 👉 Campaigns build salience and trigger short-term awareness and action. 👉 Visual identity systems build long-term memory structures and brand recognition. If you’re into design, identity, and the quiet work that drives real growth, have a look at the fascinating details on Koto's site:🔗 https://lnkd.in/gfhSfKpF #BrandStrategy #DesignMatters #MemoryStructures #Amazon #VisualIdentity #BrandArchitecture

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Sometimes you just know when something is right. When the team at Ghodawat Consumer first brought up the idea of collaborating with Do You Wanna Partner on Amazon Prime Video for Coolberg – it felt bold, a little risky, but instinctively right for the brand. Still, it wasn’t an easy decision, because it sat outside our regular playbook. If there’s one thing I’ve learned, it’s that good ideas rarely come neatly packaged. They arrive as a spark, a stubborn nudge, lots of “what if…”. And it takes belief, persistence, and a little bit of jugaad to turn them into reality. That’s exactly what happened here. The team kept the spark alive, they rallied, and together they created Coolberg Jugaaro – a bold Lemon-Ginger blend inspired by the show’s spirit of resourceful entrepreneurship. Today, that spark is on shelves in stores nationwide including leading Q-commerce platforms. And we got there from concept to market in record time – something we’ve never done before. I’m incredibly proud of the team for proving what’s possible when passion meets perseverance. Kudos to Shubham Shukla, Ritika Agrawal, Devarsh Wategaonkar, @Shweta Gangurde, Vijay Manhas, Antara Biswas, Swathi Gantellu, Easha Patil Big shoutout to our Jugaad partners – Amrita Sidhu, Rahul Singh, Rishabh Khattar & Ashutosh Singh – for making this idea real. #CoolbergJugaaro #CoolbergxPrimeVideo #SGGRising #ONESGG Ghodawat Consumer Sanjay Ghodawat Group (SGG)

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Most in-store retail media isn’t winning just because of placement. It’s winning because of the creative. 🌟 Shoppers are already in decision mode. 🛒 They don’t need more noise—they need (and want) inspiring creative with relevance. Our latest research shows: • Shoppers actively reject non-endemic content • Product-first creative drives faster action • Motion works—but only when it mirrors real behavior • If the value isn’t obvious instantly, it doesn’t land In-store isn’t just another channel. 🏪 It’s the closest you can get to the moment of purchase. That changes the rules. The opportunity isn’t just to show up on a screen— It’s to become part of the shopper’s decision. More on how to get it right here: #RetailMedia #ShopperMarketing #CPG

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Thank you Blue Chip and Brand Innovators for hosting and moderating a great session in Denver. We had some great conversation! Innovation that actually moves the business forward isn’t about slogans or frameworks — it’s about how teams work every day. That was my biggest takeaway from the session. The companies gaining real momentum aren’t relying on sporadic bursts of creativity; they’re tightening their operating rhythms so they can spot opportunities faster and act on them with less friction. From a global marketing excellence and transformation lens, this is the real unlock: building teams, processes, and decision paths that make progress repeatable. Not louder. Not bigger. Just consistently better. When you get that right, innovation becomes a natural output of the system — not a special event.

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#Walmart is stepping confidently into the TV advertising arena, presenting a powerful new opportunity for marketers. Since closing its $2.3 billion acquisition of #Vizio in December, Walmart has begun testing the integration of its robust shopper data with Vizio’s smart TV platform—and showing promise. For advertisers, the pairing of America’s largest retailer with a leading smart TV manufacturer signals a bold new frontier for precision targeting and performance at scale. The potential to reach audiences in the living room, backed by real-world purchase behavior, is quickly turning heads across the industry. #AVOD #SVOD #CTV #videostreaming #newfront

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Sproos! is such an innovative company disrupting a very traditional business model. If your not following them you should. Bringing great innovative product direct to consumers and quickly reacting to their needs.

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