How emerging CPG leaders cracked the engagement code
With a background in traditional CPG marketing, I used to believe that emerging brands should cast their eyes to the big guys to learn how to market their products or services successfully. Certainly, many global brands are still creating campaigns that are the envy of the industry. But more and more frequently, entrepreneurial brands are setting the gold standard for customer engagement.
In the past, major brands ruled both share of mind and share of shelf. But today, trust in traditional brands is at an all-time low. More than 50{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of people say their trust in big business has declined over the past few years, according to a 2014 Harris Interactive and Nielsen study. Customers are demanding greater transparency and authenticity. Iconic brands are losing market share to emerging companies that are doing a much better job of connecting with consumers.
What is their secret? Many entrepreneurial food brands are driven by passion and fueled by a belief in a healthier (and tastier) product. This inherent passion achieves what many established brands are finding difficult to emulate: a values-based connection with customers. This connection results in deeper engagement, loyalty and satisfaction.
What can all marketers learn from emerging brands about establishing emotional connections with customers? By Julie Lyons – Read more…
In the past, major brands ruled both share of mind and share of shelf. But today, trust in traditional brands is at an all-time low. More than 50{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of people say their trust in big business has declined over the past few years, according to a 2014 Harris Interactive and Nielsen study. Customers are demanding greater transparency and authenticity. Iconic brands are losing market share to emerging companies that are doing a much better job of connecting with consumers.
What is their secret? Many entrepreneurial food brands are driven by passion and fueled by a belief in a healthier (and tastier) product. This inherent passion achieves what many established brands are finding difficult to emulate: a values-based connection with customers. This connection results in deeper engagement, loyalty and satisfaction.
What can all marketers learn from emerging brands about establishing emotional connections with customers? By Julie Lyons – Read more…
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