Soup-To-Nuts Podcast

Why having a killer idea, product and passion isn’t enough for long-term success – featuring David Lemley

As consumer interest in health, wellness and sustainability has lifted better-for-you brands out of the dark corners of stores to become a mainstream phenomenon in every category, marketers have gravitated to founders’ stories and social missions to attract the attention purpose-driven consumers.

And while branding expert David Lemley argues in his new book Beloved & Dominant Brands that this is good because “the world needs more companies devoted to environmental sustainability, transparency in sourcing, clean ingredients, fair wages and ethical practices,” he also notes that “good isn’t enough” to sustain a company long-term in today’s competitive food and beverage marketplace.

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David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

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