Clever Disruption

Brand consistency might sound like marketing 101, but here’s the deal: brands that slip up here end up slipping out of consumers’ minds. ?? In a crowded food and beverage market, consistency isn’t a nice-to-have; it’s essential. Consumers gravitate towards brands that feel familiar, reliable, and true to their identity—whether it’s on a billboard, an Instagram ad, or the product itself. When your brand starts showing up inconsistently, consumers notice. And when they notice, they start wondering if your product is just as unpredictable. ?? No Bueno. Consistency is more than sticking to brand colors or messaging; it’s about creating an experience people trust. And trust, as we all know, takes years to build and seconds to break. To keep your brand on track, consider two often overlooked strategies for consistency: first, consider this your mandate to ensure internal brand alignment. When every team member—from design to customer service—knows your brand’s mission and voice, every touchpoint with consumers feels intentional. Second, invest in robust brand guidelines. Now, I said 'guidelines' not 'no lines' or 'hard lines'. Guidelines are not only a reference but they should be a living document. Periodically updating and revisiting these guidelines keeps your brand relevant without sacrificing identity. Look at brands like Jack Daniel’s and Patron for inspiration—they’re not just consistent; they’re iconic. The Jack Daniel’s black label or Patron’s distinct bottle shape are instantly recognizable because they have committed to consistency. So, consider asking yourself is your brand speaking in one clear voice, or a dozen mixed messages? Interested in reading more on this topic? Check out this legacy Forbes article.???? https://lnkd.in/ejUXCJM

Attention Doesn't Matter? Let's Rewind That Tape... I couldn’t help but chuckle reading the AdAge article linked below: Attention doesn’t move the sales needle? Really? That’s like saying the opening act doesn’t set the stage for a concert. Sure, attention alone won’t magically convert into sales (we’ve all been there with 10,000 views and no leads). But to dismiss attention entirely feels a tad reckless. In today’s noisy landscape, capturing attention is just step one. What we do with it after? That’s where the magic happens. So, why do I believe attention still matters? 1. Attention is the gateway. Without it, you’re not even in the game. People have to care enough to stop scrolling, pause their binge-watching, or quit TikTok-ing for 2 seconds. 2. Trust-building: If your brand repeatedly captures attention in meaningful ways, you're not just a flash in the pan—you’re slowly building trust, the cornerstone of long-term conversions. The key isn’t about whether attention alone sells—it’s about combining it with killer strategy. Creative storytelling, consistency, and value? That’s the real power combo. So, before we throw attention out with the bathwater, let’s rethink the formula. Attention is the spark. It’s what we do next that brings the fire. What say you? Article ???? https://lnkd.in/e3Qe5ScA #Attention #Sales #Marketing #ROI #FractionalCMO #CMO #Strategist #Consulting

What makes an executive consultant truly trustworthy? ?? Trust in the consulting world isn’t built with a handshake or a well-placed pun—though, let’s admit, it doesn’t hurt. The real question most execs should ask is: What makes a consultant indispensable, not just another vendor with a fancy PowerPoint? It turns out, it’s all about becoming the advisor you can’t do without. So here's my unsolicited advise to others executive consultants starting their journey. 1. Listen more than you pitch The best consultants know when to stop talking. True trust starts when you listen to what’s not being said. That subtle pause when you mention a new market? The hesitation when discussing a brand’s legacy? Those are the moments you need to catch. Listening like a bartender on a slow Tuesday builds connection. Because, let’s face it, no one trusts the person who never stops talking about themselves. ?? 2. Show up before you're needed Being indispensable means you’re there before the ice starts melting. Whether it’s a sudden change in consumer tastes or a supply chain issue, show up—before your client even asks. True trust is earned when clients feel like you’re as invested in their brand as they are, without having to chase you down. 3. Give it to them straight, no chaser Sugarcoating? Leave that for cocktail rims. A trusted advisor tells it like it is, even if it means being the bearer of hard truths. If a flavor launch is a dud or a marketing campaign isn’t hitting right, your clients want the real deal. Nothing earns trust faster than honesty when the stakes are high. So, are you ready to be the kind of executive partner who knows when to speak, when to listen, and when to deliver a reality check? I promise these tips will take your consulting game from the well to the top-shelf. If all else fails, reach out and let’s chat—no extra charge for ice! ?? #FractionalCMO #Consultant #FoodandBeverage #Spirits #ExecutivePartner #Trust

Last week was a whirlwind of pizza, powerhouse women, and business brilliance, all coordinated by Jasmine Brand of Her Texas and hosted by Candace Nelson, founder of Sprinkles (cue the sweet cravings) and now Pizzana, her latest tasty venture. ?? I had the honor of MC'ing the event and let me tell you, it was packed with incredible female founders, especially from the food and beverage world. The ladies were eager to chat local marketing, brand development, and personal branding and how these marketing disciplines support business growth—it’s all about building a foundation and owning your story. I love having the opportunity to meet with amazing women leaders, share stories, and exchange business tips to push ambitions forward. There's just something magical about women supporting women! When women come together, especially over pizza and business, magic happens. #WomenInBusiness #Pizzana #HerTexas #FemaleFounders #ChiefMarketingOfficer #FoodandBeverage #Consultant ------- Three things about our founder, Tiffany Wilburn 1. Over 2 decades ago, she started her career in Broadcast Communications with NPR and NBC News affiliate station WKYC. 2. She is an industry expert for The University of Texas at Dallas Innovation and Entrepreneur program. 3. She's a packaging and promotional creative strategy junkie at heart. ?? Check out Her Texas: https://lnkd.in/g7gRtad9 Connected with Jasmine Brand: https://lnkd.in/gFb8uaum Learn more about Candace Nelson: https://lnkd.in/gQ_eNvZb If you're in Dallas, Houston or LA check out Pizzana. They are a critically acclaimed restaurant featuring master pizzaiolo Daniele Uditi’s?Neo-Neapolitan pizza.?

A study by HBR found that 84% of executives felt they needed partners to challenge their thinking, not just follow orders. Yet some clients have come to expect servitude instead of constructive pushback, which can limit innovation and long-term growth. Here’s why this approach stifles business progress: 1. Short-term results over long-term strategy: When experts only focus on "making the client happy," they risk overlooking opportunities for sustainable success. The best breakthroughs happen when experts push back on the status quo and help you think outside of your comfort areas. 2. Lost innovation: Playing it safe and sticking to familiar solutions almost always ensures mediocrity. Clients who welcome challenges get fresh perspectives, leading to bolder, more creative strategies. 3. Stunted growth: When experts don’t challenge your assumptions, growth almost always plateaus. An industry expert who asks the hard questions can uncover new paths to market leadership. Next time you’re faced with a "yes-person", remember: the real magic happens when your ideas, assumptions and hypotheses are tested. Partnering with an expert who is willing to challenge your thinking can be the key to unlocking your next level of success. ?? ---------------------- A few things you may note know about our Founder, Tiffany Wilburn 1. One of her favorite questions is, "tell me more." ?? 2. She takes copious meeting notes both written, typed and recorded. ?? 3. You can expect her to stress test ever assumption and hypothesis as part of our fitness test framework. ???

Dream big, but execute bigger—because it’s the steps you take, not the goals you set, that make the difference. ?? It's been months in the making but I finally received WBENC official certification for Clever Disruption! WBENC was founded in 1997 to develop a nationwide standard for women-owned business certification. Today, the Women’s Business Enterprise National Council (WBENC) is the leading national non-profit organization dedicated to helping women-owned businesses thrive. They provide the most relied upon certification standard for women-owned businesses. The organization has grown to become the largest third-party certifier of businesses owned, controlled, and operated by women in the United States and a leading advocate for women-owned businesses in corporate and government supply chains. Check out the directory of women owned businesses and consider supporting a woman owned business today. https://lnkd.in/gPeYXxvg --------------- You might not know this about me, Tiffany Wilburn: I think best when I'm on my feet. I thrive in walking meetings, talking ideas through out loud, and sketching concepts on large whiteboards. I've always believed that physical movement sparks mental momentum—when my body is in motion, my mind follows. ?? After 20 years building global corporate brands, now I partner with brave Food & Beverage business leaders who embrace brand marketing and creativity but value results above all. #ChiefMarketingOfficer #FractionalCMO #WomenOwned #CPG #Spirits

The average startup exit takes about 10 years—that’s twice the average duration of a marriage in the U.S. ?? So, when VC groups are evaluating potential deals, they’re not just looking at your product, market fit, or revenue potential; they’re asking themselves a critical question: “Can I work with this CEO for the next decade?” Imagine signing up for a decade-long partnership with someone you barely know. That’s the reality for VCs, which is why your leadership style and compatibility are under the microscope. But don’t freak out just yet—here are three strategies to help you get past their "10-year test". 1. Build Emotional Intelligence (EQ). Your ability to lead isn’t just about making smart business decisions; it’s about how well you understand and manage emotions—both yours and others’. High EQ helps you build strong, trusting relationships with your team, board, and investors. It signals to VCs that you’re not just capable of steering the ship, but also of navigating the inevitable rough waters with poise. 2. Be Transparent and Communicative. VCs want to know that they’re partnering with someone who’s upfront and clear about the business’s challenges and successes. Regular, honest communication builds trust and shows that you’re not afraid to face issues head-on. If VCs feel like they can have open, constructive conversations with you now, they’re more likely to believe that they can work with you for the long haul. 3. Stay Adaptable. The startup world is anything but predictable, and VCs want to know that you can and will pivot like a boss when needed. Demonstrating adaptability—whether through past experiences or your current approach—gives VCs confidence that you won’t crumble under pressure. They need to see that you’re not just married to your vision, but that you can adjust and thrive in changing circumstances. In short, securing VC funding isn’t just about having the right business model; it’s about proving that you’re the right leader for a long-term partnership. ?? Have you been through the VC process yet? Have any tales to tell? #VentureFunding #VentureCapital #CPG #CMO #FractionalCMO

We’re less than an hour away from kicking off our webinar on Personal Branding! If you haven’t registered yet, now’s your chance—grab the event link below to get access to the Google Meet. I’m excited for what promises to be a fun, collaborative discussion. Don’t miss out! Cheers! https://lnkd.in/gfb3q6PX

"Right product, wrong leader." Ouch. ?? You’ve got the perfect product—something the market needs, loves, and can’t get enough of. You’re on the cusp of securing that big VC check, but then comes the feedback: “Right product, wrong leader.” So, what do you do when VCs are questioning whether you’re the right person to lead your business to the next level? 1. Invest in Leadership Development First things first, if VCs are questioning your companies leadership, it might be time for some self-reflection. Being a great product creator doesn’t automatically make you a great business leader. The skills that got your business off the ground might not be the ones that scale it. Consider enrolling finding a mentor who’s navigated similar challenges. Show the VCs that you’re committed to growth—not just for your business but for yourself. Demonstrating that you’re actively working to become the leader your company needs can help shift their perception. 2. Bring in Experienced Advisors If your leadership experience is limited, surround yourself with people who’ve been there, done that. Building an advisory board with seasoned professionals can add credibility to your business. It shows VCs that while you might not have all the answers, you’re smart enough to bring in people who do and this matters! These advisors can provide valuable insights, guide you through tough decisions, and give VCs the confidence that your business has the right mix of vision and experience at the helm. 3. Consider a Strategic Leadership Shift Sometimes, the best move for your business is to step aside—or at least to a different role. Leaders like Marc Randolph, the original CEO of Netflix, did just this. He stepped out of the CEO role into COO for the good of the company. If you’re more of a visionary or product genius, you might not be the right person to handle the day-to-day grind of scaling a business. This doesn’t mean you’re out of the game; it means you’re playing a different position. Hiring a seasoned CMO or COO can show VCs that you’re serious about the long-term success of the company, even if it means bringing in someone else to lead. You stay focused on what you do best, while the new leader handles scaling the business. Hearing that you’re the “wrong leader” is tough, but it’s not the end of the road. VCs really want to see that you’re willing to adapt, grow, and do what’s best for the business. Remember, the best leaders aren’t born—they’re made, often through challenges just like this one. Let me know if you found this information helpful, reassuring or simply the right words at the right time. Cheers! #fractionalCMO #CMO #DallasStartUpWeek #VentureCapital

Clever Disruption is hosting an event and you're invited!