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Apple PodcastsChanging the brand’s positioning
The trial and error behind a significant shift in how Boom Boom was presented.
Road2Retail podcast
Interview with John Pinto — Founder of the nasal stick brand Boom Boom
John Pinto returns to Road2Retail to discuss the development of Boom Boom, his nasal stick brand. He covers a change in positioning, the growing role of sales data, TikTok Shop, working with a professional selling partner and maintaining pricing discipline as the business grows.
Guest
John PintoFounderBoomBoom Naturals
Watch the interview
Watch on YouTubeAbout this episode
John Pinto, founder of Boom Boom, returns after appearing in episode 19 to discuss how the nasal stick brand has developed. He describes his early exposure to natural health and living, the trial and error of building the business, and a significant change in its positioning.
The interview examines how expectations change as a brand sells more, including the need to bring business data alongside its story. John also discusses the roles of TikTok Shop and a professional selling partner in Boom Boom’s growth, and why he considers pricing discipline important for an emerging CPG brand.
Topics covered
Using sales data
How a growing brand’s business discussions change as more sales information becomes available.
TikTok Shop
John’s experience of using the platform as a channel for brand growth.
Working with a selling partner
The role of professional sales support in Boom Boom’s development.
Pricing discipline
Why John treats pricing as an important part of an emerging brand’s health.
Episode sponsors
Market Performance Group
An agency working across commerce channels.
Retail & Response
A media agency.
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