Types.
Strategy
The Basics of Brand Positioning.
How do brands become household names? For example, when some people sneeze, they don’t ask for a tissue; they ask for a Kleenex. There’s no such thing as “a Kleenex.” Kleenex is a brand name. But the company has positioned itself so well that its brand has become synonymous with the product. Brand positioning is…
Strategy, Testing
Consumer Testing, Brand Strategy, and Messaging.
Launching a new brand or rebranding can be risky. How can you be sure that consumers will like the “new you” or whether it’ll end up driving people away? Some businesses have lost hundreds of millions of dollars on ill-advised rebranding decisions. Consumer testing is an important part of any brand strategy. You need to…
Strategy
The Opportunities & Risks of Refill Packaging.
The throw away generation is quickly coming to an end. More and more consumers expect brands to package their products using sustainable materials to support a better environment, and retailers are heeling this movement. The circular economy impacting the CPG industry and refill packaging is one option brands have to lower their environmental footprint. According…
Strategy
How To Create An Effective Brand Purpose
Without the right strategy, consumers will likely misunderstand (or miss entirely) your idea of a compelling brand purpose. Even if your message is positive or your brand mission is respected, unless a brand purpose is unique and definitive, your brand purpose may fall upon deaf ears. Companies create their brand purpose in many different ways….
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CPG product repositioning guide.
Explore the five undeniable signs your CPG product needs repositioning along with strategies for leveraging consumer insights for a guaranteed market lift.
Learn More About CPG product repositioning guide.