Michael Keplinger
Partner & Director of Testing and Insights, SmashBrand
BioBio
Michael is a partner and the Director of Testing and Insights at SmashBrand, where he spearheads SmashBrand's Path to Performance™ process, a proven, data-driven framework designed to put high-performing consumer packaged goods on the retail shelf. In this role, he believes that packaging acts as a product's "front door", and is almost entirely responsible for shaping how consumers perceive and engage with the brand, ultimately determining whether they will buy the product or a competitor. Thus, he defines the testing methodologies SmashBrand uses to optimize packaging designs to align with the brand's strategic vision, ensuring aesthetic appeal and market viability.
With an educational background and an early career in computer engineering, he transitioned into the entrepreneurial space, launching and owning CPG brands and quickly discovering a knack for innovative market strategies. At SmashBrand, Michael leverages this expertise to lead the research team, focusing on a holistic, data-driven approach to market research, product design, and consumer testing. His philosophy centers on the importance of understanding consumer perceptions, a viewpoint he considers vital for the success of any consumer product.
At the core of Michael's approach is an iterative cycle of specific consumer testing and integrating the insights gained directly into the creative process, leading to optimized and high-performing packaging. This commitment to a data-driven strategy ensures that the packaging designs and branding strategies SmashBrand develops are not just based on aesthetic or conceptual appeal but are proven to resonate with consumers. Over the past decade, he has integrated an agile methodology and a proven platform for consumer testing into SmashBrand's entire operational framework, solidifying the agency's reputation for guaranteeing market performance.
With a unique blend of technical skills, entrepreneurial spirit, and consumer insight, Michael Keplinger offers a multidimensional approach to brand development. His ability to connect seemingly unrelated elements for innovation and his commitment to consumer-centric optimization makes him an invaluable asset to SmashBrand and its clientele. Under his leadership, brands don't just imagine the potential success of their consumer products—they experience it.
To book Michael for speaking engagements and podcast appearances, please email hello@SmashBrand.com
Articles by Michael Keplinger
Is Brand Differentiation Possible In a Crowded Market?
We’re all familiar with brand differentiation as a concept. It’s an idea that applies to many aspects of your business, from how you position yourself to your target market to the products you sell. There are plenty of marketing philosophies around the idea, including those like the Blue Ocean Strategy. For those unfamiliar with it, […]
How To Create The Perfect Brand Value Proposition.
A value proposition is a simple, precise phrase to convey an essential benefit (or value) of buying from your brand. Your company may have one primary value proposition, or you may have many across your different product lines. Regardless of the number, it’s a slogan meant to appeal to a specific subset of customers and […]
How to Write a Brand Promise You Can Keep.
Does your company have a brand promise? And if so, are you keeping this promise to consumers? Along with general “mission statements” and other corporate slogans, the phrase “brand promise” might sound like jargon. But don’t be fooled. Your brand promise is one of the few reasons (if not the only reason) that your customers buy from […]
A Timeless Approach to Modern Packaging Design.
What does modern mean to you? Your answer will probably differ from other professionals reading this article. To say that the definition of modern is broad would be an understatement. You may miss your target market if you create a Modern packaging design based on what you feel modern designs should be. If you leave […]
The Importance of CPG Brand Recall.
Consumer product brands, big and small, understand the importance of grabbing consumers’ attention, but does that attention also lead to developing lasting brand recognition and brand recall? Most consumer products compete with endless competitors and rely on repeat purchases. Thus, it is critical that your CPG company purposefully create brand assets that ensure customers think […]
Snacks Packaging Design: A How-To Guide With Winning Examples.
With convenience being at the core of the snack industry and consumers demanding more convenience, snack foods continue to achieve significant profits. With over 100 billion in annual revenues in recent years, snacking is a growing trend that shows no signs of slowing down. New and old brands have taken notice, and now with competitors […]