How to Stress-Test Your Brand Strategy with Michael Keplinger

Joining us on this episode, we have Michael Keplinger, Director of Strategy at Smashbrand. Even if you're not familiar with Michael's agency, you've certainly seen their branding and packaging work on shelves, both at grocery stores or even in your own home. Smashbrand uses a research-forward process to stress-test brand strategy and packaging design, which helps them better understand what sways consumers in a given purchase decision. Smashbrand works with brands like Kool-Aid, Yucatan Guacamole, 7-Eleven Private Label, Duracell, and even PayPal. While their brand work reaches beyond the food and beverage space, make no mistake, these people are absolutely food marketing experts.  In this episode, you'll learn how Smashbrand uncovers the hidden insights that validate or nullify ideas around what influences purchase decisions.  If you're in the strategy or consumer research side of marketing, I think you'll find this conversation to be especially useful.  Learn more here: Smashbrand For full interview transcripts and other valuable resources, check out FoodMarketingNerds.com. Food Marketing Nerds is a production of Blue Bear Creative, the Social Media Agency for CPG and Restaurants.