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Bill Sipper

Bill Sipper is managing partner with Ramsey, N.J.-based Cascadia Managing Brands LLC, cascadiamanagingbrands.com. Cascadia Managing Brands is directly responsible for the strategies and programs that helped brand leaders become brand leaders. For more information, please contact bsipper@cascadiamanagingbrands.com or call 201/962-8622.

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Market Insights

Don’t wait out pandemic to start new product development

Beverage entrepreneurs still can accomplish steps to help create new brands

Bill Sipper

May 27, 2020

Many entrepreneurs who have great new food and beverage ideas are waiting to see what happens with COVID-19, but that might not be best approach when looking at the traditional timeline.

The four stages beverage-makers can follow for new product success

Distribution, investments, demographics and consumer loyalty key for new brands

Bill Sipper

March 16, 2015

In business school, students learn that there are four stages of brand development within a brand lifecycle: Cash Cows, Dogs, Stars and Question Marks.

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