Marketing: Brand

Articles on brand marketing.

  1. Trends & External Forces

Safeguarding Brand Integrity and Trust Amid Counterfeit Concerns

Counterfeiting is a pressing concern for businesses globally, transcending all sectors and demographics. It affects the brick-and-mortar, catalog, and e-commerce sectors and undermines customer retention, service, management, merchandising, mobile, and omnichannel integration. It encompasses everything from fake consumer goods to fraudulent copies of digital products. This rising tide of counterfeiting is fueled by an intricate […]
3 min read
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  1. Media & Marketing

Why Fear Based Advertising Wins

Brands and businesses are talking more than ever about the environment. The percentage of ads tested by Kantar LINK with some sort of social or environmental message (SEM) held steady at 2 percent or less from 2010 to 2019. From 2020 to 2022, it tripled to 6 percent, and is at 5 percent year-to-date. That […]
3 min read
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  1. Department & Category

How Occasion Segmentation Powers Growth

Market segmentation is fundamental to marketing. Segmentation is evergreen when it comes to building and managing brands. J.M. Smucker, purveyor of jams, jellies, Jif peanut butter, Folgers coffee, Uncrustables, Carnation evaporated milk and pet food items including Milk Bone dog biscuits and Meow Mix, has just purchase Hostess brand snack foods. Hostess makes Twinkies, Ding […]
5 min read
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  1. Shopper & Customer

Prepping Your Retail Location for Peak Season Success

As we transition from Back to School to Black Friday and full-scale holiday shopping, foot traffic in stores continues to rise. Shopping-related destinations started the year off with a 20 percent increase in foot traffic compared to the year before and the lift is expected to be seen into the holiday season ahead. On the other hand, […]
3 min read
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  1. Corporate Strategy

Managing And Growing Product Portfolios

Most firms, and the managers who operate them, seek to grow. Indeed, a review of most CEO letters associated with annual reports, finds growth to be one of the two most frequently identified objectives (the other is cash flow). Growth, or at least well-managed, profitable growth, is important for many reasons. It makes the firm […]
4 min read
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  1. Retail Operations

How RGM Teams Drive Omnichannel Growth DSI

“RGM [revenue growth management] teams have become really essential drivers [of profitability] … they started off as analytic and consultative support, and I think we’re seeing now leaders really moving them forward into a real seat at the table.” — Peter Leech, Managing Director of Retail and Omnichannel Commerce, The Partnering Group (TPG) Brands are […]
10 min read
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  1. Media & Marketing

How advanced consumer analytics can steer your brand strategy

In today’s highly competitive marketplace, brands need to use consumer analytics to uncover the unique situation and circumstances that will help uncover their brand strategy. The one-size-fits-all approach no longer suffices. Instead, at the heart of your deep-dive business are the consumer analytics that include consumer tracking data and the marketing funnel analysis help tell […]
< 1 min read
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  1. Channel: Delivery

Kroger’s case ‘not strong enough’ to stop Grubhub from logo use

    [[“value”:” Grubhub has managed to fend off a bid from Kroger to stop the use of a fork-and-knife logo, reports Reuters. Kroger’s meal-kit service Home Chef was not able to convince a U.S. appeals court to block Grubhub’s use of the logo, which it says is too similar to its own branding. The […]
< 1 min read
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  1. Data & Insights

Video Game Engagement, by Generation

By 2025, the number of gamers is estimated to reach 3.6 billion and generate a whopping $211 billion in revenue.
4 min read
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  1. Shopper & Customer

Selling Meals is not What it Used to Be

  The retail foodservice customers are not fickle, they are evolving, dynamic, and moving forward searching for ways to make dinner complexity free according to Foodservice Solutions® Grocerant Guru®, Steven Johnson.  I hope you are not the Neanderthal brand marketer waiting for yesterday and the status quo to return to the way things in the restaurant, grocery, and convenience store sectors […]
3 min read
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  1. Retailer Media

As Advertisers Shift Budgets into Retail Media, IAB Releases Measurement Standards

The Interactive Advertising Bureau (IAB) has released a preliminary framework to standardize retail media measurement. The framework was developed in collaboration with the Media Rating Council (MRC) as well as 55 companies with a stake in the performance of retail media, including The Mars Agency, Albertsons Media Collective, Google, Unilever U.S., Criteo, Best Buy Ads, […]
3 min read
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  1. Retailer Media

As Advertisers Shift Budgets into Retail Media, IAB Releases Measurement Standards

The Interactive Advertising Bureau (IAB) has released a preliminary framework to standardize retail media measurement. The framework was developed in collaboration with the Media Rating Council (MRC) as well as 55 companies with a stake in the performance of retail media, including The Mars Agency, Albertsons Media Collective, Google, Unilever U.S., Criteo, Best Buy Ads, […]
3 min read
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  1. Channel: Grocery

Your Views:  Multiplier Effects

On the subject of treating employees in a way that keeps them engaged, one MNB reader wrote: I have a nephew with limited cognitive skills but is a loyal bagger at a Michigan Kroger. On his fifth year of service he received a package containing Thank You cards from store management and fellow workers as […]
9 min read
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  1. Media & Marketing

Building Brands For Now From Then

In 1994, when Jim Collins and Jerry I. Porras wrote Built to Last, they were referring to Visionary Habits of Successful Companies. Their highly influential book focused on the results of a six-year research project into what makes enduringly great companies. Their stated goals were: “to identify underlying characteristics that are common to highly visionary companies” and […]
4 min read
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  1. Media & Marketing

Building A Successful Event Brand

Do people line up for LEGO events for blocks? Would a ‘World Origami Championship’ be aired on Paperview? I’ll speak to that below, and as a spectator and ‘puntestant’ (my stage name is Kenny Dewitt – ‘Can-He-Do-It’) I can tell you Punderdome is amazing and a shining example of a successful event brand. Since 2011 […]
6 min read
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  1. Media & Marketing

How to Get Product Placement in Movies and TV

Securing product placement in movies and TV shows is a complex endeavor that involves close collaboration with many different people, such as producers, directors, prop masters, set directors, stylists, make-up artists, and marketing teams. The process can be quite challenging due to the highly competitive nature of Hollywood productions.  Numerous factors come into play when […]
5 min read
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  1. Data & Insights

Digital Influence in the Omnichannel World with Coca-Cola’s Walid Benchama

The CPG Guys are joined in this episode by Walid Benchama, Global Director of Shopper & Channel Insights at the Coca-Cola Company, Follow  Walid Benchama on LinkedIn at: https://www.linkedin.com/in/oualidbenchamaFollow Coca-Cola on LinkedIn at: https://www.linkedin.com/company/the-coca-cola-company/ Follow Coca-Cola online at: https://www.coca-colacompany.com/ Walid answers these questions:1)  Walid, your career journeys crosses countries and has both brand management and […]
2 min read
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  1. Trends & External Forces

Forever 21 data breach impacts over half a million people

​[[“value”:” An unauthorized third party accessed some of the retailer’s systems between January and March. The company is offering identity theft services to those impacted. Published Sept. 7, 2023 A Forever 21 store in New York City. The retailer experienced a data security incident impacting a total of 539,207 people. Drew Angerer via Getty Images […]
< 1 min read
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  1. Media & Marketing

Build Brand Loyalty Not Deal Loyalty

This is a brand-business truth. To be considered fair value and not be perceived as cheap, brands must avoid excessive marketing communications that emphasize price as the reason to buy. Excessive emphasis on price builds deal loyalty. Building deal loyalty does not build brand loyalty. Deal loyalty is not real loyalty. True brand loyalty cannot […]
7 min read
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  1. Data & Insights

4 Ways AI Can Support Business Growth

Retailers are tackling pressing issues, from wavering customer loyalty to finding the next channel or platform they need to sell on. But leadership teams still need to keep an eye on strategies for long-term, profitable growth. To juggle long- and short-term priorities, executives must address key questions, including:   How can we prepare for shifts […]
2 min read
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  1. Media & Marketing

The Growing Power Of Small Brands

Small brands are back in the hunt. Kantar Worldpanel’s tracking of brands around the world that are growing finds a big jump year-over-year in the percentage of growing brands accounted for by small brands. If big brands were growing in equivalent relative numbers, we wouldn’t see a shift in percentages, so this tells us that, […]
3 min read
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  1. Media & Marketing

The Winning Strategy Of Unbounded Brands

Understanding the difference between “bounded” brands and “unbounded” brands is how toddler companies become unicorns. Most companies provide their Users with solutions to their problems and slog away at becoming better, faster, cheaper, stronger, more powerful, more engaging, easier to use, better fitting, frictionless. These companies compete with other enterprises within their vertical: whether it’s […]
6 min read
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  1. Retail Operations

Marketers Guide to OmniChannel Media: Paid, earned, shared, and owned media​

In today’s fragmented digital landscape, a robust brand strategy is not just about being visible, it’s about being omnipresent. For brand leaders and top-tier marketing professionals, the strategy has shifted from a Multi-Channel media approach to an OmniChannel Media strategy. This intricate ballet of Paid, Earned, Shared, and Owned (PESO) media is where brand success […]
< 1 min read
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  1. Media & Marketing

Branding that Breaks Through the Clutter and Tells Your Unique Story

We’re back! In our previous RangeMe column on consumer packaged goods (CPG) Marketing, we gave a top-level view of understanding your audience, holistic branding, and the types of advertising strategies you need to consider in order to influence merchandise buyers in your niche (click here to read the column). In this column, we’re going to […]
9 min read
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  1. Department: Consumer Durables

Macy’s, Gap release joint collection of sleepwear and intimates

​[[“value”:” Dive Brief In a first for the retailers, Gap will sell a line including loungewear, pajama sets and intimate basics exclusively through the department store. Published Aug. 30, 2023 A Macy’s store in Los Angeles, California. Gap and Macy’s are partnering on sleepwear and intimates collections available exclusively at the department store. Mario Tama […]
< 1 min read
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  1. Data & Insights

How Informed Creativity Propels Brand Leaders

Brands face the challenges of optimizing contradictory customer needs. This is because customers do not want to compromise one benefit for another. Leaders face the same challenges. Leaders must figure out ways to maximize seemingly uncompromising views, such as focusing on profitability and sustainability. Or focusing on core customers’ views while satisfying other customers’ views. […]
5 min read
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  1. Shopper & Customer

Reiser’s Pieces: Demystifying Design Thinking: Setting the Stage for Successful Innovation

“Innovate by starting with the customer and working backward.” That’s what Jeff Bezos says. Who wouldn’t agree? From new products to packaging to consumer experiences, you’ve got to walk in your customer’s shoes. Dig deep to understand what they really want and need. How they think. Why they act. Essentially, design thinking. Given today’s super-charged, […]
3 min read
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Editor’s Choice

  1. Channel: Grocery
  2. Channel: Mass
  3. Department: Adult Beverage
  4. Department: Beverage
  5. Department: HBC
  6. ESG
  7. Partnerships & Alt Profit
  8. Media & Marketing
  9. Retailer Media
  10. Agencies & Vendors
  11. Retail Ecosystem
  12. Data & Insights
  13. Shopper & Customer
  14. Trends & External Forces
  15. Retail Operations
  16. Operations & Supply Chain
  17. Stores & Formats

Hy-Vee launches RedMedia omnichannel retail media network

Hy-Vee launched the full-scale version of its retail media network, called Hy-Vee RedMedia, at the Groceryshop 2023 conference this week in Las Vegas. The West Des Moines, Iowa-based retailer described the platform as a disruptor in the retail media landscape that will connect brands directly with Hy-Vee’s customer base across multiple platforms, including both online […]
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  1. Channel: Delivery
  2. Channel: Ecommerce & Digital
  3. Channel: Grocery
  4. Channel: Grocery - Natural
  5. Department: Food
  6. Acquisitions, Divestitures & Mergers
  7. Corporate Finance
  8. Partnerships & Alt Profit
  9. Shopper & Customer
  10. Start Ups
  11. Technology & Innovation
  12. Trends & External Forces
  13. Associates & Employees
  14. Operations & Supply Chain
  15. Stores & Formats

Instacart stock languishes after IPO

Instacart saw its share price erode in the two days following its initial public offering, after it rose 12.7% in its first day of trading on the NASDAQ exchange. The stock settled down to just slightly over its IPO price of $30 per share on Wednesday, its first full day on the exchange, then ranged […]
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  1. Retailer Media

Retail Media Metrics

#30DaysofRetailMedia | Day 21: Retail Media Metrics Metrics help brand advertisers measure retail media effectiveness. Key performance indicators (KPIs) span the full marketing funnel, as consumers can enter anywhere. Brand advertisers: 🎯 Choose KPIs according to their objectives📊 Measure baseline results for meaningful comparisons🌟 Review their metrics for data insights to optimize their processes and […]
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  1. Holiday & Events
  2. Trends & External Forces
  3. Holiday & Events

The big chill: Holiday retail sales 2023 expected to slow

Experts predict slow growth in 2023 holiday sales as consumers tighten their belts in a tough economy, but e-commerce will remain a bright spot. Stores are filling with displays of holiday decorations and holiday-themed merchandise as retailers eagerly prepare for the annual shopping surge, but consumers may not be as excited. Forecasts for 2023 holiday […]
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