I’ve had a 30-year career as a brand strategist and creative director for the top creative agencies on the biggest global brands. I  spent most of my career with Consumer-Packaged Goods Companies creating and re-creating brands and often wondered why the world needs so much stuff and to what end.

The CPG industry is at a Crossroads.

CPG Leaders are grappling with the perfect storm of market pressures: persistent inflation, soaring energy costs, geopolitical conflicts in Europe and the Middle East, pressure on sustainability, and shifting consumer priorities. These challenges are putting immense pressure on organizations to protect profit margins, sustain market share, and drive growth in an increasingly competitive landscape. To succeed, CPG leaders must rethink traditional business models, explore alternative strategies, and innovate to fuel top-line revenue growth while expanding profit margins.

The Shift in Consumer Behavior

Brands must remain agile and aligned with rapidly evolving consumer mindsets. The focus on health is growing and consumers are more aware than ever. They don’t want to be bullshitted! Staying relevant demands strategic innovation and new ideas that are customer-centric.

Regulatory Changes

The new U.S. administration, coupled with growing global scrutiny, is signaling significant regulatory shifts that will reshape the CPG landscape. Leaders must prepare for:

1. Stricter regulations on ingredients, labeling, and health claims.
2. Increased focus on packaging and environmental sustainability.
3. Enhanced scrutiny of advertising and marketing practices.
4. Heightened corporate accountability.
5. Demand for consumer-centric innovation.

These changes present both challenges and opportunities. Brands that anticipate and proactively adapt to these evolving regulations can position themselves as industry leaders demonstrating a commitment to sustainability, transparency, and consumer well-being.

The New Brand Strategy

My goal is to guide design leaders and consumer packaged goods (CPG) companies in building brands that are intelligent, innovative, sustainable, profitable and positively impact the planet and society. The new brand strategy goes beyond positioning and design. The new brand strategy involves understanding the product life cycle, the financials, the supply chain, asking the hard questions, and looking at the big picture to find the undiscovered opportunities.

Brands for the Future:

• Better and smarter
• Kind to the environment
• Kind to the people who use them
• Kind to the people who make them
• Zero waste

It’s a tall order, but I’ve been passionate about this since I was a young designer in the consumer brands world. Now is the time to create real change. I’m aligning myself with people and clients who are on the same page to learn and share information.

Are you with me?

View my global client list.