Target Audience: Entrepreneurs; CEO, CMO, VP product development, brand manager; agency & creative director; private equity, venture or angel investors. Generally work with the ownership of the brand mission and objectives – at the front-end of ideation and definition, the back end of a "fix," and anywhere between. Stakeholders: This usually requires a board-level commitment to build a brand and to approach the marketplace with mission elements over and above profitability and market share. So it takes board-level participation, certainly a CEO, and then the marketing and product development players, depending on the size of the company. Industries Covered Consumer packaged goods (CPG) companies typically in food. But these principles and best practices are applicable across all consumer-facing product offerings. Target Company Size Companies at all stages of development, from start ups to category leaders.