Is the best college football coach of all time Nick Saban? Is “Goodfellas” the best mob movie? Does Handel’s Ice Cream taste the best? Or how about…am I the world’s best dad? There is no such thing as “best,” even if the art created by my newborn son Axton (that hangs on my home office wall) states that “hands down” I am the world’s best dad! There is no “best” or “worst,” only different…and everything has a value that can only be truly measured subjectively. So, despite CPG brands still lazily utilizing “best” within marketing…it shouldn’t be surprising to hear that people don’t buy products because of that meaningless superlative, but because of those products make them feel. And I think you’ll be able to easily pick up throughout my conversation with Jason Bronstad (CEO of MALK) that the premium plant-based milk brand is focused on human connection and shared experiences. MALK feels like a CPG brand that knows who they are (and more importantly who they aren’t), which is extremely important in today’s ultra-competitive CPG marketplace. Jason and I will talk about the simple yet sophisticated approach to product strategy at MALK…and how that’s been a foundational core belief that connects to other elements of the commercial strategy. We also talk through the lessons learned thus far as MALK evolves (and expands) away from that “supernatural channel grocery shopper.” Finally, Jason and I examine how MALK is leveraging the “celebrity smoothie collab” trend…and what that strategy could evolve into next. But these are just some of the interesting topics we chatted about in this episode...

FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS