Brands: Less Powerful but More Important than Ever

July 16, 2019 by Taylor Wiegert in Strategy

Iconic brands are finding themselves in a position they haven’t been in for decades. They’re becoming followers. This piece from Axios looks at how brands like Jell-O, Kraft Mac & Cheese, Oscar Mayer, CoverGirl and others find themselves under assault from upstart competitors that are more in-tune with consumer desires (e.g., by introducing plant-based ingredients), launching with updated product designs and doing business outside of traditional distribution channels.

The trends are concerning to any established brand. Upstarts have captured “31% of revenue share growth within the last four years.”

This is the new landscape brands in every category are facing or will soon be. CPG brands appear to be affected and suffering the most, but no industry is safe. Each is up for grabs.

Brands Need to Put Up or Shut Up

January 22, 2019 by Taylor Wiegert in Strategy

Brands are on untrodden ground when it comes to marketing in today’s landscape. It’s a new era of activism from consumers and purpose-driven marketing from brands. Gillette, Nike, Patagonia and a small handful of others have worn their hearts on their sleeves. They’ve put messages in the world that let people know where they stand, and the result has been some of the most talked-about brands in the world.

It’s no wonder why these brands are putting stakes in the ground. People are expecting more from brands. The majority of consumers say they show greater brand loyalty for businesses that reflect their beliefs. They want more than just products. They want to feel that the companies they support are creating what they think the world should be.