Clément Pointillart (Verlinvest) - How do you examine brand equity, Why rummaging through the trash made him interested in consumer and Does product innovation matter in CPG

Our guest today is Clément Pointillart, Executive Director at Verlinvest. Verlinvest is an international, evergreen investment company with over €2bn assets under management backed by families who have together built some of the world’s largest consumer brands.Their portfolio includes Oatly, Who Gives a Crap, Vita Coco and Hint. Clement leads the Verlinvest US office and am part of the Consumer Products and Retail practice. We discuss how he examines brand equity, if product differentiation really matters, and how he thinks about grocery distribution strategy. Without further ado, here’s Clement. What attracted you to consumer investing? How did you end up joining Verlinvest? How do you evaluate if a company has brand equity? And how do you spot and predict a consumer trend early? Product differentiation Only long-lasting How do you analyze product differentiation? Does it matter? How do you think about distribution? Even though conventional grocery is introducing organic/better for you options, does it make sense for all better for you products to go into conventional grocery? What are categories that you’re particularly excited about? What are signs that a premium product could achieve mass adoption? How do you analyze price for better-for-you products and if they are priced properly? How should a brand focus on international expansion? Mission that is clear, authentic, and bring in status quo When does it make sense to What does a successful outcome look like to you? Does a brand have to have a mission in order for you to be interested? People spending more time at home, purchasing an e-bike What are the differences between VC and growth equity investing? What’s one thing you would change about growth investing?