Ramping Your Brand is required reading here at Repeat because it perfectly explains how retention plays into sustainable growth of an emerging CPG brand. Today we have the author joining us to explain his growth formula and how retention and heavy users play into the right type of growth, and why you shouldn't chase as many doors as possible early.

Dr. James Richardson
His book = Ramping Your Brand
His course = Consumer Marketing for Founders

Here's what we're covering:

• Why brands want to grow at a certain speed
• James explains why growing doors is not growth, growth comes from consumption
• Big Co and emerging CPG grow differently but Big Co has to disclose it to Wall St
• There are certain categories that lend them self better to repeat purchase dynamics
• James talks about how to increase consumption frequency
• We discuss the sweet spot of customers to target with retention
• Symbolic connection is everything
• Mass advertising is the cheapest per impression but unobtainable for almost everyone
• You need to infiltrate a niche instead of going after mass market
• James shares where he sees the value in DTC
• James shares the courses he offers