Category Archives: Results

The Retail Solution… Broker Evolution!

The CPG Broker model has gone through extensive change the last 25 years, moving from small regional positions consistent with the Retailers they called upon to fewer larger brokers dominating the national scene along with regional brokers supporting the few … Continue reading

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Miller Lite -Why Restages Sometimes Fail–Part 4

Restage Blog – Week IV: 7 Steps to a Successful Brand Restage For the last three weeks I’ve discussed some classic and some very expensive brand restage failures.  This week we close the loop on this discussion of how major brands … Continue reading

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Thinking of Becoming a CPG START UP…Read This First!

The Opportunity The time has never been better for CPG Start Ups… Consumers are demanding new products whose ingredients and resources originate from natural, organic and sustainable sources There are many new web based channels to reach and sell to … Continue reading

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What is a Brand? 5 vital branding questions…

Seems like a simple question and yet one gets as many answers as there are respondents.  The most frequent answer begins with a list of examples…  Something like… “Well, a Brand is… you know, Hellmann’s, or Axe or Planters Peanuts … Continue reading

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Multiple Segmentation Strategy

Of considerable interest was the recent announcement by Procter & Gamble to divest as many as 100 of their brands. In making the announcement, Chief Executive A.G. Lafley expressed the view, that “less will be much more”, as the sale … Continue reading

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5 Reasons Why Webcasts Are Mission Critical

Your strategy is set, your opportunities have been prioritized, your year one targets defined.  Many hours and dollars have been invested in creative development culminating in the best corporate meeting you’ve ever led. The finest sales and marketing team in … Continue reading

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Delivering ROI

Now more than ever programs need to move the volume needle while delivering a positive ROI. We have worked a with an established brand for several years to fold their sports sponsorship assets into their overall marketing plans. By spreading … Continue reading

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Community Team Building – A Great way to give back to your consumers

A major CPG manufacturer based in the North East sought to reinvent their approach to team building at their national and regional meetings. Their objective was to strengthen organizational trust, pride and purpose while emphasizing the company’s core values in … Continue reading

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Price Elasticity Study

Working with the Mexican division of a major global CPG company, a study was conducted to better understand the ROI on marketing spending, coupled with a price elasticity study in a product category where the firm had several leading brands. … Continue reading

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