Episode Title : Trust, Partnerships & Branding

Guests

• Peter Ricciardi + Jeff Litcofsky, founders/operators of Brand Artica

• Background highlights: Disney creative leadership (Peter), consumer electronics + web development/WordPress expertise (Jeff)

Michelle kicks off 2026 with optimism and welcomes Brand Artica’s Peter Ricciardi and Jeff Litcofsky to explore trust, partnerships, and brand clarity. The conversation covers why many brands waste money due to unclear positioning, how “Me Too” products get trapped competing on price, and why the best brands make the consumer the hero while the product becomes the toolbox. They also unpack the difference between treating agencies as resources versus true partners, and why delegation requires real trust, clear expectations, and guidelines that keep teams aligned.

• “Most brands don’t have a marketing problem. They have a clarity problem.”

• “Social media is like a house party: the best guests listen more than they talk.”

• “Partners aren’t resources.”

• “Trust isn’t something you build first, it’s something you earn, then you build on.”

If you’re building a brand in 2026: get crystal clear on who you are, stop chasing “more,” and invest in trust-based partnerships that help you scale.

2026 is off to the races, and this episode of CPG Therapy is all about the one thing that can accelerate or sabotage brand growth: trust.

Michelle Sheely sits down with Peter Ricciardi and Jeff Litcofsky of Brand Artica to break down why most brands don’t have a marketing problem, they have a clarity problem. Together, they unpack how “Me Too” brands get trapped competing on price, why the best brands make the customer the hero (and the product the toolbox), and what real partnership looks like when you hire experts to help you scale.

If you’re building in CPG this year, this conversation will help you sharpen your story, strengthen your partnerships, and move into 2026 with confidence.

Music By Jay Sheely: Outter Spirals on Spotify