Rebranding for better market penetration — Kevin Smith // SmashBrand

Kevin Smith, Founder and Managing Member at SmashBrand, delves into strategic rebranding for improved market penetration. Many smaller brands make the mistake of hastily hiring a design firm and creating visually appealing packaging without data-driven optimization. The lack of a compelling value proposition and unique claims typically fails to stand out in their category and eventually, product discontinuation. Today, Kevin discusses rebranding for better market penetration.

About the speaker

Kevin Smith

SmashBrand

Kevin Smith is Founder and Managing Member at SmashBrand

Part 1 Rebranding for better market penetration — Kevin Smith // SmashBrand
Part 2How brands can create distinction in their messaging — Kevin Smith // SmashBrand

Show Notes

01:47

Kevins background and professional history

With 23 years in the CPG space, particularly in packaging, Kevin has successfully launched and exited multiple brands. Throughout this process, hes gained an understanding of the critical role of retail shelf performance and focuses on making this asset as powerful as possible.
03:32

Using data to inform product design and packaging

Many small brands make the mistake of approaching packaging without testing and consumer input data. They hire a design firm to create graphics, place the item on the shelf, and then struggle to stand out in the category and gain consumer trials due to weak value propositions.
05:58

Strategic packaging approach for brand success

SmashBrand begins with testing every competitor in your category to understand how the market perceives them and identify white space. Then they move to the brands messaging and the final step involves designing stand-out packaging that aligns with the brand's position,
09:35

Consumer trends in product packaging and marketing

Functional front-of-pack messaging combined with emotional design elements performs best. Brands that can transition their messaging from functional to emotional within advertising and social channels, drive the most awareness and trial.
11:46

The success of Celsius in energy drink packaging

Celsius simple yet functional front-of-pack design incorporates taste cues for the category while highlighting their key differentiationhealthier energy and living fit. By combining category-relevant cues with a clear value proposition, theyve achieved rapid growth in stores.
13:33

Unconventional success and Liquid Death's rule breaking journey

Celsius developed a line with a unique fit by following the brand management playbook from packaging to execution and awareness marketing. In contrast, Liquid Death achieved success by breaking every rule in its categorys playbook.

Quotes

"64% of all brand awareness comes from the retail shelf and that one asset." - Kevin Smith
"Optimize packaging design with data. Bring the consumer in as you're designing. It's going to make all the difference in the world." - Kevin Smith
"Products get discontinued because 85% of consumers arent convinced that you're better than what they're buying today. Or, they're confused and they go to the next thing." - Kevin Smith
"As you move from the front of the pack into advertising and social channels, you'll move messaging from functional to emotional. A brand that can do that drives the most awareness and trial." - Kevin Smith
"When the Liquid Death product came out, I felt that it was dumb. And I eat all my words. They broke every rule in the playbook. And for them, it worked." - Kevin Smith