Using marketplace tensions to inspire innovation is a powerful way to unlock consumer value. Read the full article for 3-steps to finding & exploiting marketplace tension.
Consumers see brands as belonging to categories based on their own perception and life experience. Once consumers pigeonhole a brand, it is hard for the brand to easily change that category perception. For example, Kodak was THE brand name for film photography. It was also the company that invented the […]
Consumers are paying close to attention to what they eat, driving food manufacturers to improve their nutritional profile. But what does this truly entail?
Out of the food produced in the US, 40% gets wasted. Food waste occurs all the way up the production chain and continues once it’s reached the consumer.
In the consumer home delivery service sphere, Amazon Prime reigns supreme. Could the expansion of Google Express change up the game?
The Era of M&As How often have you caught yourself wondering: “Who will be acquired next by this company?” or “Which conglomerate will now acquire this new venture?” If your answer is “very often, of late,” I am with you. Reflecting on the last decade, we have probably seen mergers […]
CPG products tout 8-10 benefits in a product launch when consumers can’t possibly take in so much information. Marketers should remember that less is more.
I suppose I’d be considered a text book example. I’m into yoga – more for the exercise than the spirituality. I love Kombucha for its health claims and the fact that it’s the closest thing to drinking vinegar that is socially acceptable. I care about the quality of and ingredients […]