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Can Premium Brands still prevail in the current climate? With bargain hunting becoming almost heroic, own brands, cozzy livs, the unstable economy, and the political climate, there is no question that it may be harder out here for premium brands to stick to their prices. According to Natasha, premium brands can still succeed, but brands need to better communicate human experiences, to tickle the senses, which will allow them to stick to their higher price point. Could sampling be the solution? #sampling #marketing #strategy #brandstrategy #premiumbrands #challengerbrands

Unilever's CEO, Hein Schumacher, notes the importance of balance – not every brand needs a purpose, but many can benefit. This article dives into Unilever's strategy amidst industry challenges, highlighting the value of authenticity and action. Gain insights from shifts in Tony’s Chocolonely and Cadbury as brands rethink their approaches. Discover the delicate balance between purpose-driven initiatives and financial expectations, shaping a meaningful brand identity. Here's a quick read for you: https://ow.ly/2sjb50QhEUm #Unilever #BrandPurpose #BusinessStrategy

I once had to explain to someone that without brand equity, there is no brand. The importance and 'investment' that stakeholders put into your name and identity is the reason why we don't all just put our products on the shelf in plain white paper bags. There are lots of ways that Diageo's brands could retaliate and attempt to build back that market share, but if it lessens the emotional stock customers have in your brand, makes employees less proud to work there or even (heaven forbid) reduces the quality of the product, is impacting brand equity really worth it? https://lnkd.in/eHbY6jyF

The CPG category has seen a surge of rebrands as marketers try to navigate the post-pandemic environment and reinvent themselves to reach Gen Z. Design-led agency Jones Knowles Ritchie has been behind a few of the splashiest examples, with kosher foods icon Manischewitz and plant-based pioneer Impossible Foods among the most recent. I spoke with the firm's group strategy director Hayley Burnham about what's driving the refresh trend in food and bev — and what brands mulling a future pivot should avoid. “A rebrand alone, especially one that’s going to sit there for the next five to 10 years, will need to come with other brand behaviors,” Burnham told me. “Rebranding needs to be thought about holistically, and if it’s not, then you’re probably not going to be successful.” #CPG #CPGindustry #brandbuilding #branding #design #packaging

Good article highlighting how brands are moving into new categories for efficient revenue gains. https://lnkd.in/eTqYAumA Are you maximizing your brand's potential? Not sure which category provides the most incremental revenue while also enhancing brand equity? Or maybe you just don't have the resources available to drive this type of initiative. Let's talk. #cpg #innovation #growthstrategy

Brand Research Spotlight! Today's spotlight features Dr. Yu Ma from McGill University and his recent JM article "Dual Branding by National Brand Manufacturers: Drivers and Outcomes". https://lnkd.in/eSbBnQGH Dr. Ma studies retailing, food marketing, and the effects of food marketing on public health and consumer wellbeing. When asked about his new paper he said: "Manufacturers of national brands love to hate private labels. Yet, ironically, many of them supply private labels to retailers. The identity of these “dual branders” is a well-kept secret and there is little empirical research on what drives dual branding or what effect it has on the dual branders’ national brands. We compiled private label supplier data on six of the largest grocery retailers in Spain to answer these questions. We find that as many as 70% of private label suppliers to these retailers are dual branders. Almost a third of the time dual branders supply beyond their national brand categories. Supplying private label significantly boosts the distribution depth of a dual brander’s national brands at a retailer but does little to help market share." Very interesting work!

🌟 Born Ugly in the News🌟 Do challenger brands need to ruffle some feathers to get noticed? Following a talk at the Food and Drinks Expo with VFC®, Wander Bruijel - our Chief Strategy Officer - shared his view in The Grocer. 🚀 It’s about bold strategies that challenging the status quo to cut through and drive success. 💫 Check out the full article in The Grocer! 📰✨ #BrandStrategy #Innovation #Marketing #Branding #TheGrocer #BornUgly #StandOut #RuffleFeathers #IndustryInsights

There’s nothing worse when a brand goes off... Mark Christou, Principal at CBX, discusses the strategies for ensuring the long-term success of beverage brands with The Drum. Like food and drinks, trends in brand and design come with expiration dates. To enhance longevity, it is essential not to let your branding linger in the back of the fridge. “Crafting a narrative to surf the wave of swiftly moving trends requires a strategic blend of function, emotion, and cultural relevance. Brands must harmonize functional benefits with taste appeal while conveying cultural relevance across various touchpoints. Overemphasizing function without fostering emotional connections is shortsighted, signaling a reactive approach that jeopardizes the brand’s long-term health. Strategic foresight, integrating people, culture, and brand, is essential for navigating the dynamic landscape of consumer preferences and cultural shifts.” Read more: https://lnkd.in/dsqFPpRZ

Just finished reading "On Brand" by Ian Atkinson, and here's a glimpse into key ideas that grabbed my interest: 🗝️ Brand is a pricing power → strong brand helps protect the business against price elasticity. Owning a colour as branding 101. Particularly valuable in #FMCG. How The Coca-Cola Company gave it up with the black can of Coke Zero. 🧼 Personal brand goals = laundry detergent? How Victoria Beckham set a fame benchmark when said: ‘I want to be more famous than Persil Automatic’ Alternatives beyond classic brand tracking services by YouGov, Kantar and Savanta 👀 ‘Just because you recognize someone's face in a crowd doesn't mean you'd choose them as a friend.’ Brand awareness isn't enough. Brand needs to be easily accessible in the consumer's mind when prompted by cues. The smoothie aisle? → innocent drinks. True success lies in brand salience. #Brand #BrandStrategy #Marketing #OnBrand #BrandSalience #BrandTracking

McVitie’s: Reinventing Tradition And Sweetening The Biscuit Market In a world of ever-evolving consumer preferences and fierce competition, even the most iconic brands must adapt to remain on top. McVitie’s, the timeless confectionary brand with over 180 years of history, continues to hold its position as the undisputed leader in the United Kingdom biscuit market. However, complacency is not in their playbook. To stay ahead and maintain a firm grip on consumers’ hearts and minds, McVitie’s is launching a new master brand campaign that aims to redefine tradition while reasserting their dominance. In this feature, we will delve deeper into McVitie’s journey to reinvent itself and sweeten the biscuit market. #retail #food #marketing