Podcasts by CPG Insiders

CPG Insiders

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Director of Accounts), answer the questions that our clients most often ask about creating better marketing campaigns.

They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

Further podcasts by Mark Young, Robb Taylor

Podcast on the topic Marketing

All episodes

CPG Insiders
The Most Organized Man in America - w/ Andrew Mellen from 2023-12-07T15:39:50

This episode, Mark + Justin talk entrepreneurlife and the age-old "too much to do, not enough time" problem with Andrew Mellen, author of Calling Bullsh*t Busy. Andrew teaches entrepreneurs, bus...

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CPG Insiders
Product content - what it is, why you need it from 2023-11-03T13:50:30

This episode, Dr. Mark Young is joined by Randy Mercer, Chief Product Officer at 1WorldSync, to talk about product content - what it is, why you need it as a retail vendor, and how product conte...

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CPG Insiders
Rite Aid's Brace for Bankruptcy w/ Special Guest David Biernbaum from 2023-10-12T16:12:22

This episode, Mark + Justin are joined by David Biernbaum to talk about Rite Aid's brace for bankruptcy and projections to close hundreds of stores. They dig into what the progression of this ba...

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CPG Insiders
How to Get into Brick-and-Mortar Retail Today! Introducing PharmaVision! from 2023-08-08T16:55:54

On this episode of CPG Insiders, Mark and Justin introduce the company that is revolutionizing the new product entry process into brick-and-mortar retailers, PharmaVision! 
 
If you ...

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CPG Insiders
Pricing&Price Strategies w/ Ben Reich Ep. 64 from 2023-07-18T13:55:24

Today, the guys talk pricing and price strategies.  How, with inflation - your product isn't competing with just competitors, but with a gallon of gas, or other basic necessities.  We have an ex...

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CPG Insiders
Never Split the Difference w/ Chris Voss from 2023-07-13T16:49:52

This week’s exciting episode deviates from our standard entrepreneurial guest, instead we have a former FBI agent hostage negotiator, Chris Voss.

Chris Voss is also the author of the worl...

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CPG Insiders
How to Create Impactful Relationships for Growth in Business and Life w/ Joe Polish from 2023-05-11T13:30:57

This week we welcome the charming and brilliant Joe Polish. Mark and Justin discuss his New York Times best-selling book “What’s in it for Them?” 

Joe Polish is one of the most sought aft...

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CPG Insiders
How to Create a Meaningful Brand and Impact the World w/ Sweet Leaf CEO Michael May - Ep. 61 from 2023-04-11T18:31:15

For today’s episode we welcome our guest, the owner of Sweet Leaf, Michal May. Michael recounts his father’s incredible journey starting the company. 

We learn about alternatives to sugar...

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CPG Insiders
How the Pandemic Changed Meetings – w/Special Guest David Biernbaum from 2023-03-21T17:24:49

This Show’s Notes

Mark is in sunny Florida for today’s show, and Justin is in an ice storm in Detroit.  Mark let’s us know a little about our guest David Biernbaum.  The guys jump right i...

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CPG Insiders
Clinical Research from 2023-02-07T15:02:44

Today’s Episode

These shows are essentially conversations that we, at the Agency have every week. The core of these shows come from meetings we have taken with clients. If we get three pe...

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CPG Insiders
Inflation and Why You Should Keep Advertising - Ep. 58 from 2022-11-03T17:05:33

Content Outline For Today's Show

Segment 1: When we have increased costs and increased store brand sales - do not stop advertising
Segment 2: The odds that you are the only one prod...

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CPG Insiders
The Best Advice for Brand Managers – an Interview with Kevin Namaky - Ep. 57 from 2022-10-27T14:05:31

Content Outline:


Segment 1: Foundational Info for Brand Managers
Segment 2: What are the Common Mistakes Brand Managers Make
Segment 3: Peer to Peer Interaction and Ses...

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CPG Insiders
Dr. Sarah Marion Part 2 from 2022-09-27T18:57:18

Justin had so much more to talk about to a past guest, Dr. Sarah Marion the Director of Syndicated Research at Murphy Research.  She was kind enough to give us, and YOU some more time to dive in...

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CPG Insiders
Sustainability, Inflation, Looking Ahead - an Interview with Julie DiNatale - Ep. 55 from 2022-08-05T13:54:02

Content Outline:

1. Segment 1: Organic Farming (costs, results, future casting)
2. Segment 2: Can you leverage this into messaging for brands?
3. Segment 3: With continued inf...

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CPG Insiders
Saving Your Product from Being De-Listed – Ep. 54 from 2022-07-14T14:20:39

Content Outline:

Segment 1: One Shot at a First Impression.  Nielsen and IRI Data makes failure public.  Operating at a loss, before you even get started.

Segment ...

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CPG Insiders
State of Our Health - an Interview with Dr. Sarah Marion - Ep. 53 from 2022-06-07T10:00

Content Outline:

Segment 1: COVID – How it took over our lives over the past 2 years.  How the population has moved to 30 percentages of the population claiming anxiety.  Macro shifts / l...

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CPG Insiders
Difference versus Distinction - Marketing by Indication – an Interview with Siena Dexter - Ep. 52 from 2022-05-20T14:28:06

Content Outline:

Segment 1: Siena tells us about where she is and what they do. she does. They have found a way to use data to help their clients understand the unpredictable. They work s...

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CPG Insiders
What Kind of Entrepreneur are You? - Ep. 51 from 2022-04-28T16:37:04

Segment 1: The guys dig into the two distinctive styles of entrepreneurs that there are.  Understanding WHO you are, can help you understand which type you might be, and plan to be successful.  ...

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CPG Insiders
Should I sell, When do I sell, How do I sell? - an Interview with Ryan Lewendon - Ep. 50 from 2022-04-15T14:07:11

Today's Show - 

Segment 1: There is Doom and Gloom in the air. Just listen to the news these days, it would be very easy for people to get depressed with everything going on. But despite ...

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CPG Insiders
CPG Reality Check – Ep. 49 from 2022-03-28T18:11:51

Welcome back to CPG Insiders, on this episode your Hosts Dr. Mark Young and Justin Girouard talk about just how much of a brand can some products become.

Content Outline:...

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CPG Insiders
Increase Your Sales Conversion with Marketing Lessons from our U.S Presidents with Jason Voiovich - Ep. 48 from 2022-02-24T18:03:09

Today we are going to be diving into the lessons that can be learned from the marketing techniques of presidential leaders and you can leverage them to grow your business and we are joined by Ja...

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CPG Insiders
NielsenIQ Data and Reports - Ep. 47 from 2022-01-20T18:35:36

Today we are Talking about NielsenIQ Data and Reports, we are joined by Andrew Criezis, Head of Product for SMB globally at NielsenIQ.

Justin and Mark pose the following questions to Andr...

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CPG Insiders
HYPNO-TI$ING: The Secrets&Science Of Ads That Sell More - Ep. 46 from 2021-12-07T15:30:57

Dr. Mark Young's new book, Hypno-tising - the secrets and science of ads that sell more, comes out Tuesday, December 7th.

This book asks:

What if you could create advertising...

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CPG Insiders
How to Win and Grow Your Business at Kroger and Meijer - Ep. 45 from 2021-12-02T18:22:44

Today we are going to be diving into how to win and grow your business at Kroger and Meijer, and we are joined today by Brent Bortman and Phil Bortman.

Segment 1: How to start a relations...

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CPG Insiders
How to Improve Product Sustainability to Win Retailers and Consumers - An Interview with Christina Lampert - Ep. 44 from 2021-11-18T16:19:15

Today we are going to dive into the topic of sustainability. Sustainability continues to be a large topic in CPG today and many retailers are making it a large factor in their product evaluation...

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CPG Insiders
Hypno-tising How Your Brain Thinks - Ep. 43 from 2021-10-21T14:37:01

The phrase the fastest way between two points is a straight line explains exactly how our minds think. Our minds are programmed to leverage shortcuts to navigate through our decisions.

To...

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CPG Insiders
How to Win and Grow Walmart Business - an Interview with Cameron Jernigan - Ep. 42 from 2021-09-16T14:50:26

Today we are going to be diving into how to win and grow your business at Walmart and we are joined today by Cameron Jernigan. Cameron is a merchant turned supplier solutions. Cam started his ca...

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CPG Insiders
How the Brain Sees Advertising - Ep. 41 from 2021-08-26T14:44:05

Today's Show Rundown

What is the Common Mistake Marketers Make when reviewing their advertising executions?
How is the brain constructed?
What is the difference between the co...

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CPG Insiders
12 Steps to a successful Ad Campaign "The Infinite Growth Path" - Ep. 40 from 2021-08-05T14:50:36

On today’s episode, Mark & Justin talk about The Infinite Growth Path


We, at The Agency always get asked "how do you guys keep hitting these home runs over and over"? This Episode,...

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CPG Insiders
Mobile Advertising&Targeting - Ep 39 from 2021-07-15T17:50:12

On today's show, Mark and Justin talk about all the ways you can advertise on mobile

Justin explains how the convenience of your mobile device is what is allowing advertisers to target yo...

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CPG Insiders
The New Model for TV, Talking OTT&CTV, YouTube - Ep. 38 from 2021-06-04T14:58:48

On today’s episode, Mark & Justin talk about how Television has changed over the years.  The guys go on to explain the differences between ...

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CPG Insiders
EOS (Entrepreneur Operating System) - An interview with Coach Bob - Ep.37 from 2021-05-07T16:00:12

On today's show, Mark and Justin talk EOS (Entrepreneurial Operating System), with Coach Bob Shenefelt, a certified EOS Implementor.  What is EOS, how it works, how it can help fellow entreprene...

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CPG Insiders
What should you expect in 2021? from 2021-03-03T20:43:23

On this episode of CPG Insiders, Mark and Justin discuss what we can expect from 2021, the year we’ve all been looking forward to as we thankfully leave 2020 in the rearview mirror.

Mark ...

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CPG Insiders
When to Sell Your Company? – An Interview with David Biernbaum - Episode 35 from 2021-01-14T18:31:58

On this episode of CPG Insiders, Mark and Justin are joined by David Biernbaum. David has brought more than 200 consumer brands to market over the course of decades in the consumer products spac...

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CPG Insiders
New Year, New You - Episode 34 from 2020-12-02T18:16:22

On this episode of CPG Insiders, Mark and Justin explore how you can use the past year to market your products in 2020 and detail ways entrepreneurs can get their products into a position to gro...

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CPG Insiders
Marketing to Seniors Citizens - Episode 33 from 2020-10-20T17:38:27

On this episode of CPG Insiders, Mark and Justin break down the keys to marketing to seniors. They explain how the senior market is much larger than many realize, how society has not kept up wit...

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CPG Insiders
Business and Politics - Episode 32 from 2020-09-18T20:24:58

On this episode of CPG Insiders, Mark and Justin discuss how businesses are handling today’s volatile political landscape. They share stories of companies that have taken a political stance and ...

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CPG Insiders
CPG Marketing Scams - Episode 31 from 2020-08-13T13:50:38

On this episode of CPG Insider, Mark and Justin discuss some of the scams that are perpetrated on CPG advertisers. With the ongoing economic shifts, these scams are becoming more and more popula...

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CPG Insiders
Utilizing Social Influencers - Episode 30 from 2020-07-08T20:59:38

On this episode of CPG insiders, Mark and Justin are joined by Cody Whittick, from Kynship. Cody joins the guys to discuss social influencers and how they can benefit your product.

They d...

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CPG Insiders
Getting Back to Work - Episode 29 from 2020-06-04T18:22:23

On this episode of CPG Insiders, Mark and Justin address getting back to work and what that will look like. They discuss the importance of mitigating risk for both employees and employers.

<...

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CPG Insiders
What You Can - and Cannot - Say About Your Products - Episode 28 from 2020-05-12T11:00

On this episode of CPG Insiders, Mark and Justin are joined by Ashish Talati. Ashish leads an FDA practice and is one of the industry’s foremost experts on FDA regulatory matters.   He is also v...

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CPG Insiders
Finding Silver Linings from 2020-04-21T19:49:54

On this episode of CPG Insiders, Mark and Justin share why you should not bail on advertising during the COVID-19 pandemic. They explain the affect this is having on American’s media consumption...

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CPG Insiders
Advertising in an Election Year from 2020-03-16T09:30

On this episode of CPG Insiders, Mark and Justin talk about buying advertising media for in an election year. They discuss the challenges advertisers can face with the increase in political ads ...

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CPG Insiders
Re-Evaluating Brick&Mortar from 2020-02-10T14:10:15

On this episode of CPG Insiders, Mark and Justin consider how consumer trends have changed significantly, with a long list of the brick and mortar stores closing in 2020 as evidence. CPG brands ...

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CPG Insiders
What Media Works Where from 2020-01-27T10:30

On this episode of CPG Insiders, Mark and Justin consider a question that clients often ask them.

They run through a number of things to consider about your CPG product when you’re planni...

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CPG Insiders
Guarantees from 2020-01-06T10:30

On this episode of CPG Insiders, Mark and Justin talk about guarantees ad why they can help sales for your products.

Most ad agencies push concepts like “awareness” (in its myriad forms) ...

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CPG Insiders
Smart Content Marketing from 2019-12-16T10:30

On this episode, Mark and Justin discuss content marketing (also called native content or native advertising), focusing most on long-form advertising. They discuss how content marketing has chan...

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CPG Insiders
The Science of Persuasion from 2019-11-25T10:30

On this episode of CPG Insiders, Mark and Justin skim the surface of neuro-linguistic programming and how J&H utilizes scientifically proven techniques in their neuro-persuasive advertising.

...

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CPG Insiders
The 7 Deadly Mistakes CPG Challenger Brands Make from 2019-11-04T10:30

On this episode of CPG Insiders, Mark Young and Justin Girouard discuss 7 of the most common mistakes CPG brands make when starting to market their products.

After decades of experience i...

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CPG Insiders
Direct Response, Then and Now from 2019-10-16T09:30

On this episode, Mark and Justin Girouard, Director of Accounts at J&H, talk about direct response advertising in the modern CPG space. They compare the original, typical model of direct respons...

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CPG Insiders
The Pros and Cons of Celebrity Campaigns from 2019-09-23T09:30

On today’s episode, Mark and Robb delve into the murky waters of utilizing well-known celebrity talent within a campaign. A recognizable face and voice in a TV or radio spot can help snag the at...

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CPG Insiders
Trademarking Your CPG Brand – A Conversation with Abe Cohn from 2019-09-04T15:00

On this episode of CPG Insiders, Abe Cohn of the Cohn Legal Group shares his expertise involved with start-up companies and registering trademarks for brands and products. They discuss what make...

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CPG Insiders
Being Prepared for NACDS – a Discussion with David Biernbaum from 2019-08-12T09:30

On this episode of CPG Insiders, Mark welcomes David Biernbaum back to the show to discuss NACDS. They talk about what to expect from NACDS and how manufacturers trying to get into retail should...

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CPG Insiders
Connecting Manufacturers and Retailers Online – a Conversation with Brandon Leong from 2019-07-22T09:30

This episode, Mark invites Brandon Leong of RangeMe onto the podcast to discuss what the platform does to help manufacturers get retail distribution. With nearly half a million brands and a mill...

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CPG Insiders
Introducing&Succeeding with Your Product at Walgreens – a Conversation with Steve Anderson – Episode 14 from 2019-07-01T09:30

On this episode, Mark and Robb welcome Steve Anderson, President of Hockfield & Associates, Inc., to share some important information about getting a product into Walgreens. As a manufacturer’s ...

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CPG Insiders
ECRM&Effective Retail Collaboration from 2019-06-10T09:30

On this episode, CPG Insiders welcomes Joe Tarnowski and Sarah Davidson from ECRM to the show. ECRM brings efficiencies and effectiveness to the buying & selling process, by connecting buying an...

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CPG Insiders
Amazon&Your CPG Products – a Discussion with Joshua Blake – Episode 12 from 2019-05-20T09:30

Mark and Robb invite Joshua Blake onto the show to discuss the complex ecosystem of the Amazon marketplace. They talk about why it is now in your best interests to have your product or products ...

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CPG Insiders
How Challenger Brands Can Grow Distribution at Major Retailers – a Discussion with Roberto Carli of Alloy – Episode 11 from 2019-04-29T09:30

Mark and Robb welcome Roberto Carli of Alloy, a company that works with manufacturers of consumer products to overcome challenges with data and inventory.

Retailers are pushing fewer vend...

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CPG Insiders
Timing and Strategy of Getting into Retail – Episode 10 from 2019-04-08T09:30

On this episode, Mark and Robb welcome master broker David Biernbaum back to the show to discuss the timing of getting your product onto retail shelves. They explore a number of practical recomm...

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CPG Insiders
Making Social Media Work for Your Brand – Episode 9 from 2019-03-18T09:30

On this episode, Mark and Robb welcome Amanda Igrisan, Social Media Director at Jekyll & Hyde, to discuss the ins and outs of social media marketing.

They talk about how to best use socia...

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CPG Insiders
Selling Your Products at Walmart – a Conversation with Chad Bugos – Episode 8 from 2019-02-22T10:30

Walmart represents a huge opportunity for CPG brands to grow exponentially. To explore the possibilities, Mark is joined by Chad Bugos, co-founder and CEO of Listen

CPG Insiders
Navigating the Digital Marketing Landscape – Episode 7 from 2019-01-08T10:30

On this episode, we welcome Jekyll & Hyde’s Digital Media Director, Cameron Solu, to provide an overview of digital media marketing. Mark, Robb and Cameron cover tactics such as Search Engine Ma...

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CPG Insiders
Choosing the Right Traditional Media – Episode 6 from 2018-11-27T20:50:23

Mark and Robb are joined by J&H’s Director of Traditional Media, Jeff Peterman. They discuss the reach of different types of media, including which are usually best for CPG products. They cover ...

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CPG Insiders
Ad Campaign Spending – Episode 5 from 2018-08-23T20:29:10

Mark and Robb explore the factors that determine how much you should spend on your advertising campaign, breaking down share of voice, share of market, frequency and more. They discuss why the c...

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CPG Insiders
Understanding Retail Buyers – Episode 4 from 2018-08-23T19:54:52

Consultant and Master Broker David Biernbaum joins Mark and Robb on the podcast to discuss what a company should know before meeting with retail buyers. They go through steps in the process of g...

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CPG Insiders
SEO and SEM Campaigns – Episode 3 from 2018-08-23T19:52:41

Mark Young and Robb Taylor explain why a CPG product needs both a paid search campaign and an organic search strategy in their overall digital marketing strategy. They talk through typical consu...

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CPG Insiders
Pricing Your CPG Product – Episode 2 from 2018-08-23T19:51:11

Mark Young and Robb Taylor explain the strategy of offering premium-priced products to consumers compared to presenting yourself as a low-price leader. They explore the differences for your comp...

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CPG Insiders
Branding vs. Sales – Episode 1 from 2018-08-23T19:49:17

Mark Young and Robb Taylor of Jekyll & Hyde Advertising expand on the difference between brand building and increasing sales for CPG companies. They explain what brand awareness, unaided brand a...

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