Posts tagged "branding"

Less can be more powerful than more…

May 27th, 2015 Posted by Insight, Navigation, retail brand relevance 0 comments on “Less can be more powerful than more…”

How focus and pruning leads to growth

Do Less, Be More

Since the Industrial Revolution, bigger has been viewed as better in the food and beverage business.

Bigger usually suggests more powerful – more capable of dictating the behaviors within a product category plus an ability to unleash a torrent of assets that work to overwhelm smaller competitors. In marketing, the common denominator in media strategy – even in the era of fractured and splintered audiences – is the lure of cobbling together scale. The motivation for scale might be the sheer balance-sheet magnetism of dramatic market projections driven from a belief that “all things to all people” is still a workable business model.