These global analyses explore and update strategic marketing topics and we are pleased to share them with the CPG community.
CPG brands nowadays needs volume growth, and mainstream is core to this strategic imperative. In this Conversation #3, we explore 3 growth drivers that seem to have stalled, and corresponding gears to unlock growth in today's consumers' context. Not rocket science, no...
Initially exclusively a Corporate topic, Sustainability is now a core component of CPG brands P&L and strategies. But while 93% of marketers say marketing can make a difference in the sustainability journey, only 47% of them a progressing well on it! Based on the...
Propelled by famous initiatives from Dove or Ben&Jerry (Unilever), Ariel or Always (P&G), Nike or Patagonia, Brand Purpose has been considered for a time as a new frontier for growing brands. But since Covid 19 pandemic, it is under scrutiny. In this first...