Aaron Keller

1 week ago | tcbmag.com | Aaron Keller

There’s a legendary story of Burger King’s “fast follower” strategy. While McDonald’s had a large team dedicated to selecting the perfect new location, Burger King had one person whose job was to open a new store as close as possible to each McDonald’s. As long as McDonald’s continued expanding, Burger King could piggyback on their success. This phenomenon isn’t limited to fast food; it happens in many industries, if you’re observant.

1 month ago | tcbmag.com | Aaron Keller

Earlier this month I traveled 1,847 miles to Anaheim, Calif., to attend Expo West—the massive natural and organic products trade show—along with nearly 70,000 other people. And I found myself attending Naturally MN’s Mingle @Expo West event with a sizable contingent of Minnesotans who are CPG founders, retailers, creatives, and industry pros. A great group, and also couldn’t help but think: this was quite a journey for a bit of casual afternoon networking with fellow Minnesotans.

Dec 30, 2024 | tcbmag.com | Aaron Keller

Your brand is your largest intangible asset, and having a capable in-house team to manage it and execute your marketing plan is essential for any organization. In fact, if you’re a publicly traded corporation and you’ve outsourced all your brand knowledge to an external agency, you’ve created an unnecessary risk.