Is your brand like a Swiss army knife?
As for what makes a successful CPG brand, focus is key, said Vanessa Walker, EVP sales & marketing at functional beverage brand Celsius, who asked entrepreneurs in the audience whether they were doing lots of things badly or one or two things very well: "Is your brand like a Swiss army knife? Not really good at any one thing?"
Questions all brand owners should try to answer, said Walker, include: What is the brand and what can it become? Is the brand scalable, as is? Where are we going, for whom, and why?