CONSUMER PRODUCT INDUSTRY PRACTICIONERS:

I have an extensive toolset for growing brand awareness, revenue and distribution.
See that in the STARTUP ROADMAP section of my website.

I have an extensive toolset for understanding, strategically positioning for, and tactically operating in web3.
See that in the WEB3 FOR CONSUMER BRANDS section of my website.



This is a Quora question:

Brands and Branding: What are the barriers to entry for CPG companies (Food, HPC)? What prevents new on-trend brands (“better for you”) from displacing established brands?

My answer is as follows.

There are two key reasons, from my perspective.

Brands that come up with new products with small improvements over existing products may not offer enough differentiation to get the attention of consumers or retail category buyers.

New brands, especially small startups, usually do not have the marketing dollars to create sales and brand awareness.