Description
The hardest thing in marketing isn’t awareness. It’s a behavior change.
Getting someone to switch brands is difficult. Getting them to adopt a new usage occasion is even harder. The most successful innovations understand this—and they don’t ask consumers to overhaul their routines. They ask for one small shift.
- One swap.
- One new occasion.
- One slight upgrade.
The bigger the behavioral leap, the more friction you introduce. And friction kills trial.
That’s why breakthrough brands often feel familiar. They anchor to existing habits and then layer in a single, clear improvement. The packaging reinforces that simplicity—clear category cues, obvious benefits, minimal cognitive load.
If your innovation requires a full explanation to make sense, you’re already fighting an uphill battle.
The smartest growth strategies don’t demand transformation. They engineer incremental change that feels natural, obvious, and easy to adopt.
Video Transcript 
Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.
Her portfolio includes:
Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.
Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.
Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.
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