For decades, marketers have embraced the concept of a “consideration set”—a supposedly stable group of brands that consumers weigh before making a purchase. This idea aligns neatly with the traditional marketing funnel: awareness leads to consideration, which leads to purchase.
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.
Ever since Amazon purchased Whole Foods in 2017, observers, pundits, analysts, investors and the curious have wondered how Amazon would shake up the grocery business. At the time of the purchase, astute commentators opined that Amazon would treat Whole Foods as a laboratory for new grocery and retail ideas. These commentators were not wrong. Amazon has kept audiences busy with different brick-and-mortar versions of stores that combined the technology of Amazon with the behavioral psychology...
Just recently, The Wall Street Journal featured three articles about grocery prices. Apparently, Nestlé, maker of Kit Kat and Purina, is offering discount promotions to lure disgruntled shoppers back to its portfolio of products. Along with this news, it seems as if the FTC is just waking up to the fact that marketers tend to use store checks and other information-acquiring activities to competitively adjust prices. And, P&G, maker of Tide, Crest, Swiffer and more,...
In a single day, Nike lost $24 billion in market value – an 18% decline in its stock price. What can we learn from such a spectacular failure by such a sterling brand?
