ADVOCACY OVER ADVERTISING- The surfeit of advertising media means it is no longer possible for big brands to dominate channels. Instead, everyone must strive to build consumer advocacy by crafting unique, relevant and engaging product experiences that consumers will want to talk about.
They say that big is beautiful. But there’s no doubt about it; in the world of FMCG, packs are definitely getting smaller.
A differentiated physical presence could add a competitive depth to any brand.