An international beverage brand enters the US by securing a licensed importer, federal label approval, and a distributor in each launch state. For alcohol, that...
Most go-to-market advice online is written for software companies. Sales cycles, product-led growth, a pipeline that moves from lead to trial to close. None of...
A brand workshop gets dismissed for the wrong reason. People picture sticky notes and a facilitator asking everyone to draw their feelings about the logo....
Weak brand positioning rarely announces itself all at once. It erodes slowly enough that nobody inside the company notices exactly when it happened, only that...
Sixty-three percent of marketing decision-makers rate their own persona and segmentation work as above average or best-in-class. According to Forrester’s research on portfolio marketing, only a...
In 1997, PepsiCo spun off Pizza Hut, Taco Bell, and KFC into an independent company. The restaurants were profitable. The relationship had worked for two...
Researchers analyzed 83,719 consumer packaged goods products introduced over an eight-year span and published the results in Marketing Letters in 2021. A quarter of those products stopped...
Eighty-two percent of marketers now have an in-house agency, according to the Association of National Advertisers, up from 58 percent in 2013 and 42 percent...
