What happens when consumers love the idea of your product, but freeze when it is time to choose?
In this episode of Marketing Vanguard, host Jenny Rooney sits down with Andy Lopez, CMO of Behr Paint, to unpack how Behr is turning consumer friction into brand opportunity.
Andy shares why “color paralysis” is one of the biggest pain points in the paint journey, how Behr uses insight to build confidence at the point of decision and why the strongest marketing ideas start by solving something real.
He also delves into crafting the right retail partnerships and the art and science of color forecasting.
What you’ll learn:
- Why the best agency partners behave like extensions of the brand team
- What AI still cannot replace in strategic marketing relationships
- How to use AI to create capacity instead of simply cutting costs
- Why consumer confidence matters as much as consumer inspiration
- How Behr identifies and solves “color paralysis”
- How exclusive retail partnerships work when both brands plan together
- How Behr’s Color of the Year connects trend forecasting to actual consumer behavior
About our guest:
Andy Lopez is chief marketing officer of Behr Paint, where he leads an integrated marketing organization spanning brand, product marketing and commercialization. He began his career agency-side, including at Saatchi in Los Angeles working on Toyota, before moving to Behr more than nine years ago.
At Behr, Andy has expanded across brand marketing, product and broader marketing leadership, bringing together consumer insights, innovation and go-to-market strategy. His perspective is shaped by experience on both sides of the agency-brand relationship, as well as Behr’s long-standing exclusive partnership with Home Depot.
