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b'\\u201cThe marketplace has changed so much\\u2014there are so many brands on the retail shelf\\u2014the packaging is all there is. We turn the traditional brand development world upside down.\\u201d As a partner and leader of the research team at brand strategy firm SmashBrand, Michael Keplinger has a bold new approach for inventing and reinventing CPG brands. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout Michael Keplinger\\nMichael Keplinger is a partner at SmashBrand, an agile brand strategy agency for consumer packaged goods that specializes in a complete approach to market research, product design, and testing. After earning a degree and early career in computer engineering, Michael\\u2019s entrepreneurial drive took hold and he soon found himself developing market strategies for his own consumer product business. There, he quickly found a talent for connecting seemingly unrelated dots to discover room for innovation and opportunity. At SmashBrand, Michael makes ample use of his philosophy regarding consumer products, that the key to success is about seeing everything from the eyes of the consumer and anticipating how they will react to a product or message.\\nEpisode Highlights\\nWhat led this computer engineer to branding work?\\xa0I\\u2019m always fascinated at what\\u2019s led someone to work in branding. As a computer engineering grad and successful entrepreneur, he first found his way back to business school. Once there, he fell in love with the science of consumer behavior, which would mold his approach at SmashBrand.\\nThe packaging recipe for success.\\xa0\\u201cPackaging has to do a lot of things rather quickly.\\u201d This requires a scientific mix and balance of words, visuals, spatial elements, and white space. You also have to test different ideas. \\u201cTesting is nothing new. Without the ability to test you\\u2019re left with subjective opinion.\\u201d\\nWhat do you do with a stagnant CPG brand or category?\\xa0This represents a lot of Michael\\u2019s work. A solid first step is making sure it doesn\\u2019t become stagnant in the first place. \\u201cWhat becomes the new norm is incremental change. You have to continue to refresh to maintain your brand positioning.\\u201d If you\\u2019re constantly changing\\u2014even a little bit\\u2014change itself becomes less risky over time.\\nWhat brand has made Michael smile recently?\\xa0Though they\\u2019ve experienced a tumultuous couple of years, Michael shared why Uber is brand that makes him smile. \\u201cThey play a huge role in transportation in our society. They\\u2019re (re)building a brand around\\xa0why\\xa0they exist.\\u201d\\nTo learn more,\\xa0check out the\\xa0SmashBrand website\\xa0and\\xa0connect with Michael on LinkedIn.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'