Why Challenger Brands Win: Agility Beats Size in Market Upheavals The world has never been more treacherous—or more opportune—for emerging and challenger brands. Inflation is squeezing consumers, private labels are dominating retail shelves, and shifting consumer behaviors are upending traditional playbooks. At first glance, it seems like the Davids of the business world don’t stand […]
The Hidden Cognitive Costs of AI Dependence The marketing industry has always thrived on creativity, insight, and intuition. But today, those qualities are being overshadowed by something else—automation. AI-powered tools now write copy, generate campaign ideas, and even optimize strategies. The efficiency is undeniable. Yet, as AI gets smarter, a crucial question arises: are we,
Let’s face it: rebranding is the marketing equivalent of a midlife crisis: Brands constantly face pressure to stay relevant. This often leads to rebranding—whether through a complete transformation of the brand’s identity, positioning, and messaging, or through a lighter brand refresh that modernizes the visual identity while keeping core elements intact. But here’s the uncomfortable
Thriving Amid Market Shifts: Why Emerging and Challenger Brands May Have the Edge
Move over Millennials, Gen Z is here, and they’re rewriting the rules of consumer behavior. Born between 1995 and 2010, this generation represents 25% of the global population and wields $360 billion in spending power in the U.S. alone. But what truly sets them apart isn’t just their size—it’s their values. From sustainability to digital-first
In recent years, a seismic shift has been quietly reshaping the beverage industry: alcohol consumption is declining, particularly among younger generations. This trend isn’t just a blip on the radar—it’s a cultural revolution driven by evolving values, health consciousness, and changing social norms. For marketers, this presents both a challenge and a golden opportunity to
Walk into any big consumer goods company, and you’ll hear the familiar mantra: “We put the consumer at the center of everything we do.” It’s a compelling message for investors, internal teams, and brand loyalists alike. But when you look at what actually makes it to the shelves, the reality is often quite different. Despite
