Start-small strategies take several forms, but the effectiveness of these strategies is questionable when applied to large FMCG manufacturers, at least as a repeatable formula for success.
Now more than ever, brands are “taking stands”—challenging the status quo, and their competitors. It’s a popular phrase, and an evolving idea in today’s social and political moment, not to mention over the past decade as corporate responsibility and sustainability has risen in prominence...
Modern marketers have a number of tools to drive growth in the competitive environment which are supported by data to make confident decisions—like pricing, promotion, assortment and media. But when we talk to marketers about growth, no lever is cited more often than innovation.
To do it right, companies need to invest in truly understanding their consumers and embed sustainability into their brand’s foundation. Authenticity comes through the end-to-end integration of sustainability into your processes and complete transparency with consumers along the way.
Even after the buzz of new product innovation wears off, growth is still possible. Here’s how a refined approach to price and promotion can amplify your brand proposition.
Data is everywhere. As our individual behaviors leave an ever-expanding data footprint, we are faced with the challenge of making sense of all of this data and extrapolating meaningful insights to drive performance.
Agile market research can help manufacturers prototype ideas in a safe environment and identify the best possible version of each prototype before they invest in more expensive execution steps.
There’s been a lot of buzz around small brands right now. Smaller brands want to be the next best thing and big brands want the growth of small brands.
In recent years, companies have bowed down to big data and hailed it as the next game-changer. But even as big data keeps getting bigger, its promises somehow seem smaller.
As a business concept, agile has migrated well outside of the tech world, touting the benefits and buzz once grounded in the software space to an array of new industries and sectors. In the process, however, the meaning behind the term has frequently been misinterpreted.