We’re CPG Marketing Experts.
For 50 golden years, the formula for marketing consumer packaged goods was practiced and perfected.
Do the research. Find the gap. Develop the brand and positioning. Nail the packaging. Do a couple more focus groups for good measure. Put it on prime time, network TV and hold your breath.
Then, along came the internet…
…and the consumer’s attention was splintered into a million different pieces. The challenge of marketing became more difficult.
With the internet came a new generation – the largest population bubble in history – and they have an entirely different set of values.
Large and well known CPG brands are scrambling to shake off their ‘big corporate’ image while smaller, local, cause-driven brands are springing up on every corner of social media. Transparency, clean labels, customization. The challenge of marketing becomes more difficult.
Retailers have been decimated, and while grocery has been relatively unscathed, Amazon, Wal-Mart and a host of home delivery companies are methodically decoding food delivery.
The power of shelf space is being eroded by the long tail. The challenge of marketing is about to become more difficult still.
There IS good news, though.
The opportunities for agile companies are plentiful. The 635 BILLION dollar CPG market has been disrupted, and shares are up for grabs. The next golden age of CPG is just beginning. Brandon can help you navigate the chaos, find your place in the market, and connect your brand with customers who are hungry for it. Give us a call and let’s start something.
Our CPG Marketing Experience
Charlotte Regional President and Head of Strategy and Planning, CPG Category Expert
Cary is the Charlotte Regional President and Head of Strategy and Planning for Brandon and currently leads the CPG Marketing Specialty Team.
He has been in marketing for over 25 years, starting his own agency from scratch and growing it into a market leader. He sold his agency to Brandon in 2016 and joined their leadership team, bringing his expertise to a wider audience.
As our category leader for B2B and CPG, he works with clients such as Nucor Steel, Wastequip, Green Giant, Idahoan Foods, and Victory Beer. He helps clients create brand stories and strategies that increase sales, boost customer loyalty, and generate media coverage. He doesn’t settle for the status quo or conventional wisdom. He finds hidden connections and patterns and turns them into compelling narratives that resonate with customers.
Cary is a smart and inspiring leader who challenges and supports his peers to do their best work. He believes that discipline is more important than motivation, and that good habits are more powerful than goals.
Cary is also a leader who combines talent, experience, and passion, with something else. A skill that he learned and honed over decades of practice and experimentation. A skill that helps him uncover the remarkable in both people and products.
Let’s Get Started.
We can help you navigate the chaos, find your place in the market, and connect your brand with customers who are hungry for it.