How high-performing consumer packaged goods companies build enduring relationships with consumers.

Working in the ad tech space, I am always intrigued by the latest technology, app or social networking platform that comes to market. My interest in the Apple Watch is no surprise, but falling for the "Apple Game" shocked me. I went to the Apple Store on April 10, the first day you could pre-order the watch, only to find out I needed to stand in line to actually touch one.

Last week, Twitter suffered a 25% drop in stock price upon the announcement of its first-quarter earnings. Remember, this is a high-growth tech stock, so despite delivering first quarter revenues of $436 million - up 74% YOY - the stock got crushed because analysts estimates were for $457 million.

If you're a CPG marketer and you're not yet leveraging digital video ads, it's time to start. What makes digital video such a natural fit for CPG brands? CPG brands are already experienced TV advertisers. They are experts at using videos to tell great stories and make emotional connections with their audiences. So the leap from TV to digital video is actually a natural transition. Digital video advertising can also be closely coordinated with TV schedules so that multi-screen exposure can reinforce and enhance connections and messaging.

Over the past decade the CPG landscape has evolved from being dominated by a few leading power houses to being rich and varied, ripe with start-up brands that are increasingly gaining market share and becoming beloved household names. But even as smaller brands grow toward a more mass market, the way they behave continues to set them apart from the longstanding CPG power brands they come to eventually compete against, and it's helping them win when it comes to consumer loyalty. So what is it that they do differently?