“The team at Edgewood provided a fresh and creative approach that made a real difference in building our business.” – Eric Beringause,
Former President & CEO,
Advanced Refreshment

Brand Leadership

Brands are the lifeblood of the CPG industry.  Both Manufacturers and Retailers understand the powerful rational and emotional connection between a product and the consumer.  Of course the challenge is establishing, maintaining and building Brands in a world of fierce competition and fragmented media and retail outlets.

Edgewood Consulting has significant experience as both practitioners and consultants in brand leadership. Our consultants have led successful initiatives in the following areas:

  • Traditional brand management across categories with leading CPG manufacturers.
  • New product development in numerous Food, OTC and Hard Good categories both in the US and internationally.
  • Rebranding initiatives that reposition a brand or company through the creation of new and differentiated identities.
  • Brand Development through Licensing, both as the Licensee and Licensor of various major equities.



Edgewood Consulting also provides a unique perspective and insight into the importance of Brands relative to the retail environment. In our view, Brand Leadership is a critical foundation for the effective development of Shopper Marketing, Category Management and most any important retailer initiative. Manufacturers need to first establish their own equity and credibility in a category or section of the store before creating and partnering in the development of in-store solutions with retailers.