Starting a consumer brand has never appeared more accessible. New products launch every day, founder stories fill social media and breakout brands can make the path from idea to success look surprisingly straightforward.

But the version of a brand visible to the public rarely captures everything behind it. The timing, early decisions, failed ideas, operating experience and unseen advantages can be difficult to recognize from the outside.

In this video, consumer marketing executive and Fractional CMO Lesley McIntosh examines why some aspiring founders may be entering the consumer products industry without a strong enough reason to build the business. It is a candid conversation for current and aspiring founders about what can happen when the attraction of becoming a founder becomes stronger than the case for the brand itself.

Questions Addressed

• What is driving so many aspiring founders to launch consumer brands?

• Can the success of a breakout brand really be replicated?

• ·What should founders examine before committing to the business?