NewCo Shift Forum
Launching today, Brandless is rethinking everything about CPG, from its purpose to its pricing, distribution, and value proposition
Technology and mobility have redefined a huge swath of our lives, but when it comes to the brands we use every day — from laundry detergent to toilet paper — not much has changed. Sure, you can order online, but consumer packaged goods, or CPG as the category is called, are still run on a business model of mass media advertising and mass market distribution. Long time entrepreneur Tina Sharkey is on a mission to change that, and rethink CPG from the ground up. Her company Brandless launches today, but we had Sharkey at the NewCo Shift Forum back in February, where she gave an overview of her new company’s purpose.
Tina Sharkey: I’m going to give you an overview of what we’re doing and hopefully you’ll understand that we think we’re starting a revolution. Steve Jobs said in ’84 — I know he set the bar really low — he said mainframes, PCs, it’s all going to change. It absolutely did change, and we never looked back from that moment.
I don’t think they thought at that moment that this would happen. They thought merging music player and a phone was a great idea, but I don’t think they thought that you were going to hail taxis. I certainly don’t think they thought they were building a remote control for your life.
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