175. Expo West Recap Through a Brand Strategy Lens

Most people are talking about products...we're talking about building brands that stand out!

Expo West is known for trend spotting—new ingredients, bold flavors, celebrity-backed brands, and the latest functional claims. But in this episode, Clint interviews Katie to get her hot take on the show.

But instead of recapping what's "hot" with products, Katie shares what she observed walking the show floor through her unique brand strategy lens.

From booth presence and meaningful conversations (two people cried to Katie during the show, and it was beautifully real!) to packaging choices and execution, Katie highlights the patterns that reveal how brands truly connect with customers—and where some are missing the mark.

Along the way, she shares observations about intentional conversations, effective booth engagement, industry collaboration, and the realities of what "natural" means across a very wide spectrum of brands.

If you've ever wondered what other people notice at a show like Expo West, this episode offers a behind-the-scenes perspective.

In This Episode

• Why meaningful conversations matter more than trying to "cover the whole show floor"

• What great booth engagement looks like—and why a "smile + a sample" wins

• How interactive elements can draw people in when they fit the brand

• The difference between gimmicky marketing and authentic brand presence

• Why strong signage balances product features with real consumer benefits

• Observations about packaging choices and how products show up back in the store

• What Expo West reveals about the broad spectrum of "natural" positioning

• A look at industry collaboration through networks and communities

• Reflections on a few trends Katie noticed

• A reminder that behind every booth interaction is a real human moment

Key Takeaway

Expo West isn't just a showcase of new products—it's a real-time look at how brands show up, connect, and communicate their purpose.

When you walk the floor with a brand strategy lens, the most valuable insights often aren't the trends themselves, but how brands bring their story to life.

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Coming Next

1) Interviews with the brands Katie met will be coming soon. If you're one of them...she'll be reaching out with the scheduling link!

2) We have an exciting episode coming with Chad McGehee, meditation and mindfulness coach for high-performance careers and athletes. Chad is the first D1 meditation coach -- kudos to the University of Wisconsin athletics for investing in the mental game! We'll be talking about ways you can gain an inner edge (a true competitive advantage) through practice.

WANT TO GO DEEPER?

Listening is helpful, but building is better!

1) Connect with Katie Mleziva and Clint Matthews on LinkedIn.

2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well!

3) Grab your seat at the Real Food Brands Marketing Roundtable</