Managing brand and product segmentation with in the CPG industry is tough. How do you differentiate your product line segmentation from the competition, which channels will you choose to use, and who are the shoppers within each channel? These are the questions that need to be answered before you can create a brand.
Research. Research. Research. Insights are gleaned from spending the time to really understand the product, competition, and consumer behaviors. This is what is fed to the creative team. This is how they work their magic. And this is when a completely new brand — truly differentiated in the category and ultimately selling — is born.