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Branding and Packaging Design with Kevin Smith | Marketing Expedition Podcast – Episode 52


As founder and managing partner at SmashBrand, Kevin Smith helps brands stand out and capture more market share. After launching, growing, and successfully exiting several of his own globally distributed CPG brands, with combined revenues over $40mm, Kevin discovered his true passion for brand strategy and creative direction. Through SmashBrand, he has worked with clients such as Kraft Heinz, Duracell, 7-Eleven, and PayPal to provide innovative ideas to challenges in packaging design, brand strategy, branding, and consumer testing. Having had to compete in retail with his own money at an early age made a powerful difference in Kevin’s understanding of all that’s at stake for brand owners. He works with company owners and CMOs that understand the strategic vision of the brand—and the future that extends beyond a single project

Podcast notes:

  • 00:00 – 00:20 Welcome to The Marketing Expedition Podcast
  • 00:20 – 03:00 Introducing Kevin Smith
  • 03:00 – 04:20 Boise, ID, and Cradlepoint
  • 04:20 – 06:15 Background to working with Cradlepoint
  • 06:15 – 07:43 Real Stories Using Cradlepoint Technology
  • 07:43 – 12:45 Kevin’s Background
  • 12:45 – 13:50 Curation Foods Story for packaged guacamole
  • 13:50 – 18:31 Process for Projecting Data Sets: EX Packaged Guacamole
  • 18:31 – 19:23 Ideal Clients: Midlevel Companies
  • 19:23 – 20:16 Marketing Smashbrand
  • 20:16 – 21:18 New Software and Platform for Agency’s
  • 21:18 – 23:10 Kevin’s Inspiration: His Dad & Business of Expertise by David Baker
  • 23:10 – 24:27 Differentiation
  • 24:27 – 25:25 Being an Entrepreneur
  • 25:25 – 28:00 Success Story of Kevin’s: GFuel
  • 28:00 – 32:03 Influencer Marketing and the Jayden DeLuca Foundation
  • 32:03 – 34:04 Words of Wisdom from Kevin
  • 34:04 – 34:46 How to Work with Smashbrand
  • 34:46 – 35:39 Closing: Find more at


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Etta Huwe

Etta is a graphic designer, who enjoys developing out of the box concepts and ideas for each project. Her favorite part about designing is her process, where she listens to loud music, creates ideas, and cranks out quirky designs. Read more about Etta. She’s an extroverted gal, who’s quite the goof. Her favorite hobby is spending time with friends and exploring new coffee shops. Her love for coffee is almost as strong as her love for design.

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