Rewarding employees fairly

Post pandemic, brands need to explore vibrant customer satisfaction. The aim should be clear : To present to all levels of employees from management. To the frontline staff at every decisive moment. When the customer meets the firm.  All employees must understand the significance of creating a booming customer experience.  Learnings Measuring customer satisfaction should […]

Brand Marketing, Category Marketing, Competencies, Consumer Marketing, Leadership, Thinking, Value Chain Marketing For Growth, Voice of the Customer

Creating momentum through capabilities

A recent McKinsey report states that ‘In the future, the most successful organizations will develop the skills of their workforce, inextricably linking capability building with business value, and making talent development a CEO-level priority.’ 2020/21 has been a challenging time for business. Now as we get ready to return to the ebb and flow of business […]

Brand Marketing, Category Marketing, Category Vision, Consumer Marketing, Customer Marketing, General, Leadership, Shopper Marketing, Thinking, Value Chain Marketing For Growth

Let’s ignite growth

There are many aspects to creating commercial momentum, but often what used to work effortlessly in the past can begin to fail. It’s like walking through a treacle pond and no one knows how you got there or how to get out. Finding continuous and exceptional growth, year after year is unusual? How do you […]

Brand Marketing, Byron Sharp, Category Marketing, Consumer Marketing, Customer Marketing, General, Leadership, Point Of Purchase, Thinking, value chain marketing, Value Chain Marketing For Growth, Voice of the Customer

Evolution in 450 days

Is your family fed up with the ’10 meal recipe in rotation’ trick? Don’t we miss that early morning £5 demi Cappo, that £4 #starbucks porridge and the £3 #grenadebar. Although, toast and a cup of tea for the 451st day are becoming a little repetitive. Lunch used to be something from #ITSU, a #cocacola and a packet of #Walkerscrisps. Now it’s […]

Brand Marketing, Business Trends, Byron Sharp, Category Marketing, Category Vision, Competencies, Consumer Marketing, Covid-19, Customer Marketing, Deposit Return Scheme, eCommerce, General, High Fat, Sugar and Salt, High Street, integrated Business Planning, Leadership, Omnichannel, Point Of Purchase, Project Management, Revenue Growth Management, Shopper Marketing, Sustainability, Thinking, value chain marketing, Value Chain Marketing For Growth, Voice of the Customer, Voice of the Customer

Are you Building Competitive Advantage?

A recent McKinsey report states that ‘In the future, the most successful organizations will develop the skills of their workforce, inextricably linking capability building with business value, and making talent development a CEO-level priority.’ 2020/21 has been an interesting time. The business environment has become more complex, dynamic and challenging. In the last year, we have […]

Brand Marketing, Category Marketing, Category Vision, Customer Marketing, Leadership, Shopper Marketing, Thinking

Deliver today or tomorrow? A Category Visions Role

In recent years we have seen a shift by CPGs to deliver today, without a strategic view of tomorrow. Resources have been redistributed to support this, with less priority being given to driving category growth. In the last few months, this seems to be changing with more conversations being had with CPGs around building competencies, […]

Brand Marketing, Category Marketing, Category Vision, Consumer Marketing, Customer Marketing, Shopper Marketing, Thinking, Value Chain Marketing For Growth

Category Strategy – Working Locally, Building Globally

Your organisation wants to build a “Global” Category /Brand Vision and Strategy that is fully supported by your in-market teams. However, this raises some questions… • Our markets say they are “too different” to build a shared vision and strategy – can this work? • How will we keep the teams on board if they […]

Category Marketing, Category Vision, Thinking

Category Strategy – Rolling out your Category Vision, making it happen in market

We have often seen the same issue affect global businesses. They have created a global or regional category vision and drivers, which they then expect the market-based teams to adopt and apply. However, this brings with it some issues: • Will, your in-market teams align behind a centrally produced Category Strategy? • Is it fit […]

Category Marketing, Category Vision, General, Thinking

RGM – whose job is it anyway?

In the recent past, most FMCG businesses have driven growth at a steady pace, but this has changed. Evolving consumer and shopper behaviour, a more competitive environment and evolving channels have meant that our traditional approach to winning with customers is not enough. Besides, customers are upskilling and getting equally good at delivering the elements […]

Brand Marketing, Category Marketing, Competencies, Consumer Marketing, Customer Marketing, General, Omnichannel, Revenue Growth Management, Thinking