Viewpoints

Brands are dead, Long live the brands!

It’s time for a reset. Many consumer brand marketers have long considered brand building as the most effective way to generate revenues. And, for a long period of time, it worked extremely well with advertising spend the main determinant of market share for many consumer goods companies and a driver of earnings growth.

  • Brand building long seen as the most effective way to generate revenues in the consumer sector
  • Parameters have changed: national brands are no longer the most astute way to drive retailers’ profitability Emergence of local competition in developing markets and new business models of significant importance
  • Finding the right consumer companies is now about product innovation, business model flexibility and corporate governance