Author Archives: Shelly Greenway

3 Problems With Positioning Statements

The concept of positioning statements has been around for decades, however just because you know what positioning is, doesn’t mean you understand how to do it. The classic positioning statement is a fill-in-the blanks exercise where you create a single phrase that encapsulates what your offering is about relative to your competition. It usually looks something like this: There Are ...

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13 Plastic Packaging Alternatives

Why should brands care? Plastics is one of the biggest challenges the world is facing right now. Thanks to David Attenborough’s Blue Planet, consumers are suddenly aware of the thousands of tonnes of plastic filling the ocean. As plastic is so prolifically used, especially in packaging, brands are going to need to act quick to find plastic alternatives. In fact, ...

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Dive Into Guilt Free Indulgence

The latest in our series on trend mashups (which started with our article on eco lux) is the unlikely combination of guilt free indulgence. This is where the ‘better for me’ trend comes face to face with the societal shift toward a more hedonistic lifestyle. The Food Peopledefine this merging of priorities as “better for me indulgence”. As a nation, we’ve been ...

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The Opportunity Cost Of Not Innovating

It seems to be ingrained in businesses to ask, “what’s the cost?” when considering a new innovation, but rarely do they ask, “what’s the size of the opportunity we miss if we don’t do this?”.   Business history is unfortunately plagued with examples of companies that have paid a high price for not innovating. Such as AT&T missing the mobile ...

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Innovation – More Powerful Than Marketing?

What always surprises us when working with big companies is that innovation is usually primarily seen as a growth tool. It is less commonly talked about as a brand-building tool. That’s usually seen to be the domain of big advertising campaigns that supposedly land enduring brand values. What if the best form of marketing wasn’t, in fact, marketing? At The ...

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The Eco Lux Trend – Is Your Brand Missing Out?

Like it or lump it, the “eco” market is not going anywhere. 66% of global consumers say they are willing to pay more for sustainable brands (Bain & Company). Despite global economic instability, last year the luxury market grew by 5% to an estimated €1.2 trillion globally (Bain). And Europe regained its place as the top region for luxury sales ...

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The 5 Biggest Threats To FMCG Companies

Most FMCG has been pretty much insulated from the challenge of disruptive new business models by having brands with strong equities, good relationships with retailers, and prohibitively expensive manufacturing set-ups. However, it is not going to stay this way. There are 5 trends that together are starting to create a very explosive environment. And if you want further evidence that it is ...

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5 ways you are limiting your capacity for innovation

5 Barriers To Disrupting Your Own Marketplace

Every company wants to disrupt their market or category. But most game changers tend to be new entrants from other categories, entrepreneurs or small, regional, niche players. It is rare for established brands and companies to to truly upset the apple cart and upend their competition. Why do big companies find it so difficult to develop a new product/service or a business model that is a radical ...

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