December 2024 - Branding Strategy Insider

Brand Culture Alignment Drives M&A Success

December 19, 20247 min

While the coming year will undoubtedly usher in new products and innovation, it will also bring corporate change to many retailers, distributors, and manufacturers. Many companies will consider consolidations to enhance their strengths, reduce competition, or achieve financial or operational benefits. According to MarketWatch, M&A activity in 2024 has seen a resurgence, and it’s anticipated there will be a 21% increase in 2025. We are already witnessing consolidation across may sectors, where large brands have...

by Robert Wheatley

Brand Differentiation

Competing On Sameness: The Marketing Mistake Of Our Times

December 18, 20245 min

What happens when brand magnetism starts to fade, and why are we seeing an epidemic of brands that exist in ever smaller bands of separation and distinction?

by Mary Kyriakidi

Brand Growth

How To Win CFO Support For Brand Investment

December 17, 20245 min

The message from the fourth floor was loud and clear: “We need to reverse declining revenues.” Carol, the CMO of a medium-sized pet food brand, knows well that she needs to translate her business’s ambition into focused brand objectives for her marketing team.

by Joan Kiddon

Brand Management

How Arrogance and Short-Termism Destroy Brands

December 16, 202410 min

The CEO of Stellantis, Carlos Tavares, is gone. Booted out of the company he helped create. Stellantis is the automotive entity that includes PSA Groupe (French auto brands Peugeot and Citroën) and Fiat Chrysler. Fiat Chrysler is the entity created after Chrysler filed for Chapter 11 in 2009. Fiat, under the leadership of Sergio Marchionne, took over the troubled Chrysler brand in 2014.

by Robert Wheatley

Brand Launch

Product Launch Strategy Guide

December 10, 20249 min

You may agree new product introductions are the lifeblood and engine powering growth of most CPG food, beverage and lifestyle brands. Annual company income forecasts often project incremental balance sheet gains, based on successful outcomes to secure velocity and repeat purchase of innovations. While it’s true that the vast majority of our assignments are related to new product introductions, we often encounter challenges at the front door.

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