• MARKETING: CPG
    Introducing The Emerging World Of Living Services
    Consumers today are less loyal to brands than ever before. Even if they have been buying the same make of running shoe for years, everything changes when a new product arrives that gives them something extra - whether a personalized or more intuitive shopping experience, or membership to an active community of likeminded individuals on social media.
  • MARKETING: CPG
    Whole Foods' New Chain Puts Tech Front and Center, Unleashes New Opps for CPG Brands
    When Whole Foods announced earlier this year it was planning the launch of a new chain of stores designed to cater to the needs of Millennials, many scoffed at the food giant's approach. The most common critique was whether or not a single generation really needed a dedicated grocery store. However, beneath a flurry of press coverage, there was a key point that seemed to be going unnoticed by most: the profound newness of introducing technology into the grocery store environment.
  • MARKETING: CPG
    Going Back To School: Nutrition Labels And Allergies
    I have a mini-battle in my house at the beginning of every school week over how many times my son can buy lunch in the cafeteria. He loves to buy lunch and would do it every day if I allowed it. I always assumed it was the experience that drove his interest: standing in line with friends, making choices, charging his account. One week I got the real scoop: "Mom, I'm not allowed to eat with my friend because he has allergies," he told me.
  • MARKETING: CPG
    Who Owns Consumer Advocacy At CPG Brands?
    Last week, at a $20+ billion CPG company, I had the pleasure of meeting with a two-person team that publishes a website independent of the corporate and brands' websites. They curate interesting and educational content that inspires beautiful imagery. Though the project is little, it has proven to be highly valuable because, through it, the brand collects the all-important consumer currency: email addresses. This team is now responsible for engaging the 130,000+ consumers who have opted in to connect with the brand. Those consumers are not only open to receiving brand messages, but also are potential consumer advocates for each ...
  • MARKETING: CPG
    CPG Brand Relevance In A Post Supermarket World
    A couple of weeks ago, Macy's finally threw in the towel on their downtown department store in my hometown. Originally a Kaufmann's, where our mothers and grandmothers actually dressed up to go shopping, we'd celebrated Macy's takeover a decade ago and then watched as Macy's repeatedly contracted the store's retail floors until there was none.
  • MARKETING: CPG
    Sticky, Gooey Fun!
    I've got a special technique. While I'm slowly roasting the marshmallow at the base of the fire I'm also melting the chocolate inside the graham crackers. It's usually a precarious balancing act, that requires the perfect stick, but when everything comes together, it's pure magic. Some people prefer the flameout, others prefer to roast-and-peel, but regardless of the approach, s'mores are a summertime institution. So much so that Aug. 10 is National S'mores Day.
  • MARKETING: CPG
    Why CPG Brands Must Evolve Or Risk Death By Plastic
    Every day, the majority of consumers buy, use and throw away packaged goods without giving that packaging a second thought. Last month the UN launched a new global initiative, Parley for the Oceans, to raise awareness for the "beauty and fragility of our oceans and collaborate on projects that can end destruction." The main culprit for this destruction? Plastic. Our love affair with plastic is quite simply killing the planet, and the bulk of CPG brands are responsible for adding fuel to this fire.