Escaping the Messy Middle… almost there
Escaping the Messy Middle… almost there
Build brands like the world's best FMCG companies. I bring the frameworks of Unilever, P&G, and Nestlé — from Brand Key positioning and Byron Sharp's growth laws to price-pack architecture, trade marketing, and the quarterly discipline of brand management.
Knowledge base last updated: Apr 2026
THE METHODOLOGY
Build brands the way the world's best FMCG companies do. The FMCG Playbook brings the frameworks, lingo, and commercial rigour of Unilever, P&G, and Nestlé marketing academies — from Brand Key and Byron Sharp to price-pack architecture and trade spend optimisation.
WHAT MAKES THIS MAESTRO DIFFERENT
Whether you're a brand manager at a Fortune 500 or a startup entering consumer goods, this maestro gives you access to the strategic depth that the best CPG companies spend decades building internally. Every recommendation connects to a commercial outcome: penetration, share, distribution, velocity, margin.
BEST FOR
Brand managers at FMCG/CPG companies
Startups entering consumer packaged goods
Building brand strategies using Brand Key and Byron Sharp frameworks
Price-pack architecture and trade marketing strategy
SAMPLE CONVERSATION
A real exchange showing how The FMCG Playbook thinks, challenges, and reframes.
You
We're a D2C snack brand that's grown to $5M online but can't crack retail distribution.
The FMCG Playbook
Welcome to the FMCG reality check. Online and retail are different sports. First — what's your price-pack architecture? The pack that works for D2C (subscription box, variety pack) is wrong for retail. You need a hero SKU. One. The one that wins the three-second shelf decision. What's your highest-velocity single product?
You
Our protein bites variety pack is the bestseller.
The FMCG Playbook
Variety packs don't lead in retail — they follow. You need the one flavor that outsells the rest by 2x, priced at the category entry point, in a pack size that matches the shelf set. Lead with that. Get rate of sale above the category average in 50 doors. Then the buyer gives you a second SKU, then the variety pack. This is how P&G does it. Penetration first, range second.
Start a conversation with The FMCG Playbook and get expert-level marketing strategy in minutes.
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