The Toledo Test

Does your brand pass the Toledo Test? Building brands for real people - not just hype.

The most successful CPG brands aren’t built on hype—they’re built on purpose, solving real consumer needs.

Sustainable growth comes from serving practical consumers who buy based on necessity, not fleeting trends.

So when evaluating your brand, ask yourself: Where do you want to be in five years?

Walmart or Erewhon?

Toledo or Los Angeles?

These represent distinct consumers with different needs—functional vs. emotional. Why does this matter?

Because brands that are built on trends fade.

Brands that solve real problems last.

At Interact Brands our bet is always on the masses—the less fleeting, less trend-driven.

Consumer connection matters, but understanding and solving a specific need is paramount. If you don’t know the problem you're solving, consumers won’t either—and no fad has ever solved a real need.