PODCAST: Mastering Data-Driven Product Innovation with SmashBrand's Christy Lebor

We delve into the dynamic world of product innovation, launches, and consumer adoption curves with our guest, Christy Lebor.

She discusses her experiences through 20 years in CPG, working with major brands like Unilever, Kraft Heinz, and JBS and in her current role as partner and director of brand development at SmashBrand, where she leads brand development and strategy. Christy shares her insights on market trends and her unique perspective on product innovation and brand management.

Join us as we discuss:

• Christy's extensive background in CPG, including her impactful projects and roles at major companies.
• Insights into the importance of packaging and design in product marketing and consumer perception.
• Perspectives on current trends in the CPG industry and the challenges of brand development and innovation.

Find us on Spotify, Apple, and anywhere you listen to your favorite podcasts, or click the player below to hear this episode now!

Summary

In this conversation, Christy discusses her career in the consumer packaged goods (CPG) industry and shares her experiences with product innovation and launches.

She highlights a notable product launch that didn't see the light of day and discusses the success of the Just Crack an Egg brand. Christy also talks about her transition from the corporate side to the agency side and the unique approach of data-driven brand development at Smash Brand. Finally, she explores the importance of understanding the consumer adoption curve when building strategies for plateaued brands.

In this conversation, Christy discusses the challenges and opportunities of working with both big and small brands in the consumer packaged goods industry. She emphasizes the importance of moving from adoption to proliferation and the need for brands to differentiate themselves in a crowded market.

Christy also explores the impact of premium pricing and the uncertainty of consumer adoption. She shares insights on the challenges faced by brands that are acquired and offers advice for launching innovative products, including the importance of design and brand identity.

Takeaways

• Product launches in the CPG industry require careful planning and consideration of consumer trends.
• The success of a product launch depends on factors such as sustainability, value proposition, and market timing.
• Transitioning from the corporate side to the agency side offers new opportunities for learning and growth.
• Data-driven brand development is crucial for creating effective strategies and optimizing packaging.
• Understanding the consumer adoption curve is essential for revitalizing plateaued brands.