National CPG Brands Face A New Challenger
July 20, 20173 min
Loyalty, especially in certain categories, is becoming harder for some brands to earn.
NEW THINKING
Loyalty, especially in certain categories, is becoming harder for some brands to earn.
In his recent book ‘Friction’, Jeff Rosenblum argues that the mid-funnel is often neglected by marketers, who are too worried with upper-funnel brand awareness and lower-funnel conversion tactics.
Everyone’s very quick to call almost any news a scandal these days. Nevertheless, brands do get into trouble, and they emerge from those challenges in different states. Some seem to brush off what has happened while others falter.
Amazon is the leader in retail innovation, yet it lags when it comes to sustainability.
In the age of disruption, nothing is safe from profound change.