Iliana McGrath 7/28/26 Iliana McGrath 7/28/26

Decision #2: What Should This Brand Mean Beyond the Products?

A great product can earn a first purchase. A meaningful brand earns the next one. Learn how defining what your brand stands for influences every decision that follows—from product strategy to customer loyalty.

Iliana McGrath 5/27/26 Iliana McGrath 5/27/26

Building the Brand Behind the Growth

I spent most of my career working with product-based brands in the places where strategy has to become real — retail meetings, product launches, packaging conversations, sales presentations, marketplace listings, merchandising plans, creative reviews, and the many internal decisions that happen before anything reaches the customer.