How Leading CPG Brands Stay On Top
June 3, 20164 min
Why has Tide been a top detergent brand for so long? Why is Heinz Ketchup, popular everywhere, still so particularly popular in Pittsburgh?
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Consumer Packaged Goods - Branding Strategy Insider
Global CPG Brands: Lessons And Opportunities
January 12, 20154 min
It wasn’t that long ago that competition took place between products, and the criteria for choice between rivals was customer benefits. Product vs product. Today, for globally scaled brands, the competition is really between the reach and co-ordination of different configurations of value chains, and the criteria for choice for customers is the quality of the experiences delivered as a result.
Creative Strategy: Design For Outcomes
September 2, 20131 min
I’ve always loved this quote from Dean Poole. Design, he says, is creating things for clients who “don’t know what they want until they have seen what you’ve done, then they know exactly what they want and it’s not what you did.”
How CPG Brands Can Win At Shelf
April 23, 20133 min
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. To that end we’re happy to answer your marketing questions. Today we hear from Bill, a Senior Brand Manager in Chicago, Illinois who writes…