The Lineage Of A Brand
Advertising / Brand Strategy / Differentiation / Global Branding / Innovation / Leadership / Private Brands / Private Label / Retail / Uncategorized

The Lineage Of A Brand

Published originally in Global Retail Brands Magazine, April 2015 http://globalretailmag.com/index.php/the-lineage-of-a-brand/#sthash.e9P2FFbB.gzR5gdmu.dpbs Does the story of who owns and creates the brand really matter? There are two wildly popular television shows that are global, Shark Tank and Dragon’s Den, which are must-see viewing in our household. Both of them are cut out of the same cloth, setting … Continue reading

Being Remarkable At Retail
Brand Strategy / Differentiation / Global Branding / Innovation / Leadership / Private Brands / Retail / Uncategorized / Vision

Being Remarkable At Retail

Learn ‘Remarkable’ Lessons at WMU Food Marketing Conf. Progressive Grocer, February 24, 2015, 04:35 pm By Joan Driggs, Stagnito Business Information Perry Seelert (L) and Mark Dickinson of Emerge Strategic Solutions to speak at WMU’s Food Marketing Conference “Being unremarkable if you are a retailer or CPG today is a death sentence. Knowing your DNA … Continue reading

Beyond The Numbers
Brand Strategy / Differentiation / Global Branding / Innovation / Leadership / Private Brands / Private Label / Retail

Beyond The Numbers

Five key questions to determine if you are best-in-class   The rare air of “best-in-class” is difficult to achieve, and is a distinction that goes beyond the numbers. It is tempting to look at best-in-class only from a penetration perspective, and if you do, you should look no further than Trader Joe’s, Aldi, Lidl or … Continue reading

The Right Variety
Brand Strategy / Differentiation / Global Branding / Innovation / Leadership / Private Brands / Private Label / Retail / Uncategorized

The Right Variety

How Much Brand Choice Do I Really Need? For many consumers today, the variety offered in supermarkets is daunting, and it shows no signs of slowing. We have tripled the amount of skus carried in an average supermarket since 1980, from 15,000 to 45,000, and last year alone FMCG’s launched over 20,000 new products. To … Continue reading

Transparency At Retail
Advertising / Brand Strategy / Differentiation / Digital / Global Branding / Innovation / Leadership / Private Brands / Private Label / Retail / Uncategorized / Vision

Transparency At Retail

There is an incredible transparency that technology is driving, and it affects all aspects of consumers’ and retailers’ lives. The internet has spurred a lot of this, and now look at how  Google Glass is getting major businesses to pause for a second and re-examine their openness. In @Forbes today there was an article on how all major … Continue reading

The Celebrity Story
Advertising / Brand Strategy / Differentiation / Global Branding / Leadership / Private Brands / Private Label

The Celebrity Story

Questions You Should Answer Before Any Endorsement Associating your brand and company with a celebrity used to be the domain only of the big FMCG who could afford to do it, but no longer. The biggest brands in the world pursue celebrity endorsement as a key part of their communication strategy. For example, Pepsi, who … Continue reading

“Simply” Too Much
Advertising / Brand Strategy / Differentiation / Global Branding / Leadership / Private Brands / Private Label

“Simply” Too Much

Why Too Much Of A Good Thing Becomes A Bad Thing Simplicity and things that are simple are embraced by consumers today, and it is no wonder why. Literally everyone feels his or her life is too hectic, overwrought by schedules, overrun by trying to achieve work-life balance, overtaken by an array of products that … Continue reading