Joseph Tarnowski sits down with Dave Korinek, Chief Brand Officer at Pearl Resourcing, at ECRM’s Beauty and Cough & Cold Sessions in Dallas to discuss how CPG brands can determine if it’s time to refresh their brand, and what it takes to execute a successful brand refresh.

Among the topics they discuss are:
●Beyond the Logo: Branding isn’t just a "handshake" like your logo; it’s the ethos of everything – from your tone of voice and customer interactions to the unboxing experience.
●The "Purple Cow" Factor: With a "sea of sameness" on the shelf, Dave discusses how to stand out visually from 20-30 feet away to draw consumers in.
●Recipe vs. Chef: Why selling your product's "story" is more impactful than just listing its ingredients.
●Retail Readiness: How to use feedback from retail buyers to determine if your brand story and visual identity are truly aligned.
●The Strategy-First Approach: Why design without strategy is just "throwing things on a wall," and how to build "deep roots" for your brand to grow.
Korinek also shares why it’s important to pressure test your brand using consumer surveys and competitive analysis to ensure your hierarchy of messaging delivers on your product's promise, and how to find a brand agency partner that’s focused on solving your specific problems rather than offering "cookie-cutter" packages.