FreeThink: Kitchen 07: Brand Expansion

During Monday's session of Kitchen 07, attendees packed the room to hear stories of brand expansion from Joshua Onysko, the founder and CEO of Pangea Organics, and Shelley Gunton, co-founder and "Top Dog" of Castor & Pollux Pet Works.

Both speakers discussed how to tap into brand equity to expand a product line, including everything from packaging decisions to product information to supply chain management.

Shelley went first, talking about the incredible passion people have for their pets. The audience reacted appropriately when she shared that 56 percent of women love pets more than their spouses, and 94 percent of pet owners believe their cats or dogs understand exactly what they're saying. All quips aside, Castor & Pollux learned that every brand has a story to tell, and when they launched 150 products at the same time (Shelley cautioned no one else to take that on!), they had to recognize that each product has a different story and different attraction to pet owners.

Then, Joshua took the stage, telling his incredible life story of world travel, soul searching and various escapades. After making soap with his mother on the back porch and hearing his friends' calls for more, he realized his true calling. One of his most

interesting points was a discussion about how skin care is not just cosmetic - it's food for your face, providing actual nutrition. In fact, he shared how we absorb 87 percent of the products on our face, so we should make sure to use organic! Pangea is also leading the way with regards to "plantable packaging" innovations - the 100 percent post-consumer recycled boxes can actually be planted in the ground and they will grow herbs used in the products.

From premium pet food to pure body care, these speakers engaged the audience with their stories of creativity and authentic brand expansion, culminating in another great Kitchen session.

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