How to modernize legacy brands for new consumers

Brand awareness, innovation, and relevance: this article from MediaPost may intrigue marketers, product development teams, and consumer analysts who prioritize these concepts. Lynne Field at Interpublic Group (IPG)'s FutureBrand shares enlightening insights on last month's "The FutureBrand Consumer Index," which reports perceptions of 100 top brands on a variety of attributes including consistency, mission, and personality. Field notes that many brands are failing to remain relevant and are missing key growth opportunities ... leading to what she terms the “#blandification” of consumer brands. She emphasizes that traditional marketing approaches and formulaic thinking are increasingly ineffective when companies hope to stand out from the crowd. Notably, Gerber, Tide Cleaners, and #Gatorade secured the top three positions in the rankings. Keurig Dr Pepper Inc., ranked 41st, stood out by surpassing PepsiCo, emerging as the second-best selling soda in the nation, largely due to responding swiftly to consumer trends, like creating Dr. Pepper Creamy Coconut soda in response to TikTok's viral "dirty soda" trend. With several new and intriguing brands on the scene (like OLIPOP PBC), we’re keeping an eye on legacy brands like Dr. Pepper, Pepsi, and The Coca-Cola Company for how they’ll adapt and respond to a perpetually evolving landscape. The interview also highlights how top brands like The Clorox Company's #HiddenValleyRanch (specifically citing their collaborations with Burt's Bees and TRUFF), Frito-Lay's #Doritos, and Gatorade stand out by creating engaging experiences, embedding themselves in culture, and addressing tangible consumer needs. There's much discourse about the power in listening to and answering cultural rhythms to capture market share, and it energizes us to see brands successfully proving this point through innovation and community engagement. #brandwareness #brandstrategy #consumertrends #marketing #innovation

This looks to be a really thought provoking webinar, definitely one to sign up for if you have an interest in understanding brand strategies or the tough world of food service!

CPG Brand Marketing Leaders – Great evening with Chicagoland Food & Beverage Network hearing nuggets of marketing excellence from a powerhouse panel, catching up with friends old and new, and even 1 minute of sizzle reel fame (because 5 minutes is WAY too long.. link in comments 😊) Key insights from on The New Rules of Brand Management reflecting how marketing has changed (spoiler—a LOT) in the past few years: 💡𝘿𝙤𝙣’𝙩 𝙁𝙡𝙪𝙗 𝙩𝙝𝙚 𝙁𝙤𝙪𝙣𝙙𝙖𝙩𝙞𝙤𝙣: Brand fundamentals are still, well, fundamental. While the paths to market have changed, the need for sharp insights, distinctive benefits, and compelling messaging is evergreen 💡𝙈𝙚𝙖𝙨𝙪𝙧𝙚 𝙀𝙫𝙚𝙧𝙮𝙩𝙝𝙞𝙣𝙜: Attribution offers empowering performance insights, internal alignment, and the freedom to optimize as you go. But with those analytics must come nimbleness: be ready to adjust early and often, 3-yr planning horizons are SO 5 years ago. 💡𝘽𝙪𝙘𝙠𝙡𝙚 𝙐𝙥 𝙩𝙤 𝙍𝙞𝙙𝙚 𝙩𝙝𝙚 𝘾𝙪𝙡𝙩𝙪𝙧𝙖𝙡 𝙈𝙤𝙢𝙚𝙣𝙩𝙨: even if you lose some control.  While UGC may break some brand guidelines, when your brand and culture intersect in ways you can’t buy or plan for, seize and fuel those moments. 💡𝙃𝙖𝙧𝙣𝙚𝙨𝙨 𝘿𝙖𝙩𝙖 𝙞𝙣𝙩𝙤 𝙖 𝙎𝙞𝙣𝙜𝙡𝙚 𝙎𝙤𝙪𝙧𝙘𝙚 𝙤𝙛 𝙏𝙧𝙪𝙩𝙝: with unprecedented access to ocean-deep, yet fragmented data, collaboration and transparency are key to common understanding and alignment on implications 💡𝙎𝙩𝙤𝙘𝙠 𝙮𝙤𝙪𝙧 𝙑𝙞𝙙𝙚𝙤 𝘼𝙨𝙨𝙚𝙩 𝙆𝙞𝙩𝙘𝙝𝙚𝙣: Video is today’s language. Make your dollars and brand assets work as efficiently as possible with savvy production planning and batching so your content is truly on demand Which of these resonates most? What New Rule did I miss? Saverio Spontella Larry Deutsch Stephen Gaither Ashley Nazarian Findlay Jessica Barrutia Janet Garetto Tracy Hatfield #brandmarketing #brandstrategy #insights I'm Elizabeth, and I help brand marketing leaders harness consumer & market insights to fuel strategic brand growth. DM me to talk nimble, data-driven strategy to drive consumer connection.

Can staying the same in a world of constant change bring success? McDonald’s says it can! The world’s most famous fast-food brand offers valuable lessons on achieving success through consistency. These company insiders shared a few of the secrets behind McDonald’s marketing success: 1: Moving Forward, Staying True: Tom Sussman, Deputy Chief Strategy Officer at Leo Burnett, highlights McDonald’s approach of advancing without straying from its core strategy, ensuring resonance with consumers and driving growth. 2: Strategic Risk-Taking: Sussman notes the brand's willingness to take calculated risks, such as with the 'Raise Your Arches' campaign, which deviated from the norm but aligned with strategic objectives. 3: Consumer-Centric Approach: Head of Consumer Insights, Fainareti Schortsaniti, stresses McDonald’s focus on market orientation and consumer insights to leverage its strengths effectively. 4: Brand Investment Yields High ROI: Joan Colletta, Senior Director for Marketing Transformation, believes that investing in initiatives strengthens the brand and leads to significantly higher returns on investment compared to other efforts. #MarketingStrategy #BrandConsistency

Curious how PepsiCo’s multi-brand strategy drives success? PepsiCo’s acquisition of Quaker Oats wasn’t just about oatmeal—it was a strategic move for Gatorade. In our latest blog, we explore how multi-brand strategies can help companies grow their customer base, manage risk, and foster innovation. Want to learn how industry giants use brand diversification to their advantage? Read the full post now!

Industry Update💡 To truly capture consumer attention and boost sales in a saturated market, big brands need more than just a rebrand—they need BOLD ideas that leverage their position and shares. Marketing Drive's article explores how high-visibility brands like Procter & Gamble, The Coca-Cola Company's Dr. Pepper, Walmart, and On Running are innovating simple marketing campaigns for the modern consumer. Thinking outside the box isn’t just for big corporations. The article below showcases advanced strategies that can inspire companies of any size. Take a look for fresh ideas that you can adapt and apply for impactful results. ⤵ #ContentMarketing #Branding Source: https://lnkd.in/gBXbR3AW

Fantastic interview with Marketing Dive! Gail Hollander, The J.M. Smucker Co. CMO & former Publicis Client Lead, gives her unique perspective about how to boost CPG brands and shares lessons for CMOs & the C-suite on the importance of long-term branding. Click the article below to learn more!

Marketers are embracing rebranding as a key strategy to navigate today’s evolving landscape. For the third year in a row, rebrands, refreshes, and repositionings are taking center stage as brands like Kraft Heinz, Unilever, and PepsiCo seek to connect more deeply with consumers and adapt to changing priorities. Learn more about how this shift is redefining brand strategies and why it’s crucial for long-term growth in the article below. https://lnkd.in/eQUevF_b

Gap has appointed Fabiola Torres as the new Global Chief Marketing Officer, who has had extensive experience from PepsiCo and Nike. A recent article sheds light on this strategic move and its implications for Gap's marketing initiatives. Key points from the article include: - New Global CMO: Gap has welcomed a seasoned marketing executive to lead its global marketing efforts. With a background in iconic brands like PepsiCo and Nike, the new CMO brings a wealth of experience and insights to drive Gap's marketing strategies forward. - Strategic Expertise: The appointment of a CMO with experience from leading consumer brands signals Gap's focus on strategic marketing initiatives, brand positioning, and consumer engagement across diverse markets. Innovation and Growth: Gap aims to leverage the new CMO's expertise to fuel innovation, drive growth, and strengthen its brand presence in the competitive retail landscape. - Brand Revitalization: The appointment reflects Gap's commitment to revitalizing its brand identity, connecting with modern consumers, and staying relevant in an ever-evolving retail environment. I find Gap's strategic move in appointing a new Global CMO particularly insightful. It underscores the importance of leadership, expertise, and innovation in driving brand success and market differentiation. Check out the full article - https://lnkd.in/e9P_gckV #marketing #FabiolaTorres #Gap #brand #brandstrategy

🚀 As a seasoned marketing strategist, I'm thrilled to share an exciting trend transforming the landscape of consumer engagement: global brands are actively embracing change to connect with Gen Z! 🌍💡 🌟 Kraft Heinz's recent rebrand of Mio liquid concentrate perfectly exemplifies this shift. By aligning with Gen Z wellness trends, Mio has transitioned from a "fix water" mission to a vibrant, wellness-focused approach or the idea of “Wellness on your wavelength”. 🌿💧 🎨 The new packaging features eye-catching colors, wellness icons, and an interlocking "M Wave," resonating with Gen Z's desire for meaningful brand interactions. This strategic transformation directly responds to the evolving needs and preferences of Gen Z consumers. 🌈✨ 🔗 To dive deeper into Mio's rebrand, check out this insightful article by Marketing Dive. It showcases how Kraft Heinz is paving the way for a more tailored and engaging brand experience. 📚💡 🌟 As marketing professionals, it's crucial that we continue to adapt and evolve to meet the expectations of the ever-changing consumer landscape. The evolution of global brands to cater to Gen Z is not just a trend, but a necessity in today's market. 💼🚀 💡 By innovating and authentically connecting with Gen Z, we can drive impactful brand growth and engagement. Let's embrace this transformative opportunity and shape the future of marketing together! 🌟🤝 #MarketingInnovation #BrandEngagement #GenZMarketing #ConsumerTrends #MarketingStrategy