• MARKETING: CPG
    Everyone Loves A (Brand) Story
    Three years ago Disney's Frozen hit theaters, and parents remember the seemingly endless months that followed its release. Everyone was singing the now iconic "Let It Go" on repeat. In film, screenwriters and directors appeal to an identifiable audience, creating a world in which a protagonist like Snow Queen Elsa encounters and overcomes conflict. There is action, tension and a resolution that leaves viewers satisfied.
  • MARKETING: CPG
    How Brands And Retailers Can Stand Out From (And With) The Crowd
    Retailers must adapt and change in order to survive. Take Walmart. The company's new initiative to enhance delivery options through a partnership with Uber and Lyft demonstrates its commitment to improving customer service and to staving off the unrelenting competition from Amazon. It's also a sign that Walmart (which is not exactly known for thinking on its feet) understands that brick-and-mortar retailers need to embrace technology and innovation in order to adapt to the changing ways that today's customers shop.
  • MARKETING: CPG
    Game On! Use Game Play To Solve Your Business Objectives
    As human beings, we are fundamentally competitive. Maybe you were your high school's gym class hero or perhaps you spend too many hours decoding the Sunday paper's crossword. We like engaging in a challenge and we have exceptionally positive associations with winning. We even love watching other people compete for things (i.e., political debates, The Price is Right, March Madness, etc.). And generally speaking, as marketers we are always on the lookout to harness natural behaviors, so that we can come up with ideas deeply rooted in human insight. This is where gamification marketing comes into play.
  • MARKETING: CPG
    Boosting Revenue Growth With Just-in-Time Marketing
    Taking a just-in-time approach to marketing can deliver a higher return on marketing dollars, according to our new report based on a survey of more than 500 chief marketing officers globally including consumer goods companies. Companies identified as just-in-time marketers are three times more likely to beat their peers on revenue growth.
  • MARKETING: CPG
    Are Branded Communities Right For CPGs?
    CPG brands have had a bifurcated relationship with consumers: marketers connect through consumer-facing advertising and rely on the retailer, as intermediary, for direct interaction and sales.
  • MARKETING: CPG
    Marketing To Women by Life-Stage Brings Opportunity For Product Growth
    Marketers tend to focus much attention on various cohorts - Baby Boomers, Gen X, and Millennials being the primary groups on everyone's radar today. Yet, another important element of deeply understanding your target consumer is an understanding of their life-stage.
  • MARKETING: CPG
    To YouTube Or Not to YouTube?
    CPG brands have been investing in YouTube advertising opportunities including pre-roll, ads and influencer videos for a couple of years now. The rise of YouTube influencers and the cost of associated sponsored videos have increased dramatically over the same period.
  • MARKETING: CPG
    Walmart, Uber and Driverless Cars
    From my vantage point in Pittsburgh, I've grown accustomed to seeing Uber's driverless vehicles around town due to Uber's partnership with Carnegie Mellon University's National Robotics Engineering Center. But I still found myself surprised by Chrysler Pacifica's new TV campaign with Jim Gaffigan quite comically demonstrating the vehicle's self-parking capabilities. I didn't expect to see revolutionary driverless technology this soon on a freakin' minivan (excuse me, crossover).
  • MARKETING: CPG
    Erasing The Fear Factor
    How conversion marketing is redefining powerful creative.
  • MARKETING: CPG
    'Got Hot Sauce In My Bag, Swag': How Hot Sauce Became The Country's Hottest Condiment
    In 1992, salsa replaced ketchup as America's number one condiment. Since then, the "hot" market has continued to grow...hotter. Today, there are thousands of varieties made in the United States alone, not counting the number of recipes home chefs make on their own. But where did it all begin? How did the hot sauce market grow to a billion-dollar industry?
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