Most CPG Brands Fail Because... | Jason Adelman (Brand Innovators) Interview

There’s a double-edged sword aspect that doesn’t get talked about enough in today’s low barriers-to-entry CPG business landscape. A piece of information (about your CPG product or brand) can rapidly spread across the Internet, reaching wide audiences, and becoming popular in an instant. But “going viral” isn’t a strategy. In fact, it’s oftentimes second- and third-order effects from virality that cause so many failures across the CPG industry. Does that mean “chasing that next big viral moment” is worthless? No, but like Jason Adelman (SVP - Strategy & Partnership Development at Brand Innovators) said in this podcast episode, “most brands fail when they don’t plan for what’s next.” What happens when your celebrity co-founder’s newest movie is a massive hit? Does your CPG brand possess the multi-disciplined acumen across brand marketing to effectively and efficiently maximize this halo effect? If not, do you have a trusted, strategically agnostic voice that can help you find the right agency partners and innovative marketing technology? So, while you’ve likely extracted various lessons from the Del Monte Foods bankruptcy and other “famous” business failures recently…don’t overlook learning about how to navigate the complexities of today’s CPG marketing landscape, as it’s becoming the industry’s silent assassin. Follow - Pour Decisions Podcast Also, an extra special thanks to Cognizin, for not only being the Title Sponsor of The Beverage Forum 2025...but supporting this awesome piece of content!