An Avenue for Sharing Ideas
"the lack of real innovation in business is because “we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo”
Brands that Punch Above Their Weight I’ve now heard this phrase several times over the past few months and decided to do a little detective work on the topic over the holidays. And talking to family,
Honor and Respect the Consumer and Brand As CPG professionals, we identify white space opportunities for bringing new brands to market, or for repositioning brands in an ever-changing environment to stay ahead of the competition.
Occasionally, I go to the grocery store and walk up and down each aisle with only one thing in mind – to see which brand will stop me. To find which seashell (package) will grab
Energizer Sales and Support Are Up According to Jack Neff’s recent Advertising Age article, Zhu Zhu Pets may have helped the battery category through the holidays, but it may not be the only thing powering
The Brand Platform Comes to Life in the Age of Social Marketing Now more than ever, exercises that develop and fine tune a brand’s fundamentals, or brand platform, are important not only as an internal
Can a Package Leverage Promotional Excitement? I don’t drink Coors Light, but I’ve seen the commercials on TV. The coaching press conference spots are memorable, the silver train is
Pepsico Throws Back with Real Sugar Pepsi and Mountain Dew I’m a little confused. Isn’t Pepsi the choice of a new generation—the opposite of Coke’s “Real Thing”? Although the cola was first introduced in the 1890’s,
At its core, a brand is a promise to customers to deliver a specific product, service and/or experience with particular qualities. Brands deliver value to customers by serving as a shortcut in a purchase decision and
Ritz Opens Fun with Glitz and Sub Brands OK, I get it. Ritz is the King of Crackers (it’s alright, folks. I don’t have a cracker obsession, but my kids might). The flaky, buttery cracker’s—first