“The team at Edgewood provided a fresh and creative approach that made a real difference in building our business.” – Eric Beringause,
Former President & CEO,
Brands are the lifeblood of the CPG industry. Both Manufacturers and Retailers understand the powerful rational and emotional connection between a product and the consumer. Of course the challenge is establishing, maintaining and building Brands in a world of fierce competition and fragmented media and retail outlets.
Edgewood Consulting has significant experience as both practitioners and consultants in brand leadership. Our consultants have led successful initiatives in the following areas:
- Traditional brand management across categories with leading CPG manufacturers.
- New product development in numerous Food, OTC and Hard Good categories both in the US and internationally.
- Rebranding initiatives that reposition a brand or company through the creation of new and differentiated identities.
- Brand Development through Licensing, both as the Licensee and Licensor of various major equities.
Edgewood Consulting also provides a unique perspective and insight into the importance of Brands relative to the retail environment. In our view, Brand Leadership is a critical foundation for the effective development of Shopper Marketing, Category Management and most any important retailer initiative. Manufacturers need to first establish their own equity and credibility in a category or section of the store before creating and partnering in the development of in-store solutions with retailers.
The creation, nurturing and development of a Brand delivers an ongoing revenue stream, higher margins and greater promotional lifts. Retailers are increasingly aware of the power and impact that strong Brands make to drawing traffic to their stores. With that said, if a Brand doesn’t have equity with shoppers, or fails to provide a positive consumer experience, all the support in the world won’t create value.
Insights – The client had a small but high growth line of products in a unique segment that was being overlooked due to category softness. Evaluation of shopper behavior revealed that shelf configuration was not reflective of purchase dynamics and limiting the brand’s future growth opportunity.
Innovation – New shopper-based strategies were communicated to retailers. The client’s brand was highlighted as key not only to context growth but within the broader category of Meal Preparation, higher profitability and benefits to the overall store banner.
Implementation – Converted strategic initiative into tactical recommendations that could be implemented at retail. Included new shelf configuration that reflects consumer purchase process and category profitability and growth along with assortment recommendations to enhance overall efficiency and effectiveness.