Filiberto Amati’s Post

𝗠𝗰𝗖𝗮𝗶𝗻’𝘀 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗮𝘁 𝘁𝗵𝗲 𝗜𝗣𝗔 𝗚𝗿𝗮𝗻𝗱 𝗣𝗿𝗶𝘅 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝘁𝗼 𝗮𝗹𝗹 𝗯𝗿𝗮𝗻𝗱 𝗯𝘂𝗶𝗹𝗱𝗲𝗿𝘀. While many brands chase novelty, McCain showed us something different: 𝗺𝗮𝘀𝘁𝗲𝗿𝘆 𝗼𝗳 𝘁𝗵𝗲 𝗳𝘂𝗻𝗱𝗮𝗺𝗲𝗻𝘁𝗮𝗹𝘀 𝗰𝗮𝗻 𝗼𝘂𝘁𝗽𝗲𝗿𝗳𝗼𝗿𝗺 𝗮𝗻𝘆 𝘁𝗿𝗲𝗻𝗱𝘆 𝘁𝗮𝗰𝘁𝗶𝗰. McCain didn't introduce groundbreaking ideas—they applied basic marketing principles with precision for over a decade. (As explained by Mark Ritson in his recent MarketingWeek article). 𝗧𝗵𝗲𝗶𝗿 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵? 𝗥𝗲𝗹𝗲𝗻𝘁𝗹𝗲𝘀𝘀 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆. McCain doubled down on brand-building over short-term discounting, refusing to sacrifice long-term equity for quick wins. Instead, they focused on clear objectives that guided every move they made. As a result, they could raise their prices from £2 to £3 without losing sales. It's proof that solid brand equity gives you pricing power, allowing you to prioritize profitability over volume. The heart of their strategy? 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴. Their campaigns connected with people through shared moments—like family mealtimes—allowing consumers to see themselves in the brand. "The joyful reality of family teatime" was more than just a slogan—it was a promise that resonated deeply with their audience. They didn't rely on a single channel, either. McCain's media mix—TV, outdoor, social media, and radio—ensured they reached their audience where they were, with 60% of the budget dedicated to brand-building and 𝟰𝟬% 𝘁𝗼 𝘀𝗵𝗼𝗿𝘁-𝘁𝗲𝗿𝗺 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻𝘀. And they did all this with a commitment to creative excellence, collaborating with top agencies to bring their vision to life. The takeaway for all of us: Marketing success doesn't require flashy gimmicks. It's about the 𝗱𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲𝗱 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝘁𝗿𝗶𝗲𝗱-𝗮𝗻𝗱-𝘁𝗿𝘂𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗼𝘃𝗲𝗿 𝘁𝗵𝗲 𝗹𝗼𝗻𝗴 𝗵𝗮𝘂𝗹. ➡️ How could your brand benefit from focusing on consistency and emotional connection like McCain? #brand #brandstrategy #consumerinsights

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗱𝘂𝗿𝗶𝗻𝗴 𝗮 𝗱𝗼𝘄𝗻𝘁𝘂𝗿𝗻 𝗶𝘀𝗻'𝘁 𝗮𝗯𝗼𝘂𝘁 𝘀𝘂𝗿𝘃𝗶𝘃𝗮𝗹—𝗶𝘁'𝘀 𝗮𝗯𝗼𝘂𝘁 𝘀𝗲𝗶𝘇𝗶𝗻𝗴 𝘁𝗵𝗲 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝘁𝗼 𝗹𝗲𝗮𝗱. Even when the market shakes, marketing’s true north remains the same: 𝗮𝗱𝗮𝗽𝘁 𝗮𝗻𝗱 𝗶𝗻𝘀𝗽𝗶𝗿𝗲. For brands in the bottom-left quadrant, where competition is fierce and differentiation is challenging, the goal is to highlight 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 𝗮𝗻𝗱 𝘂𝗻𝗶𝗾𝘂𝗲𝗻𝗲𝘀𝘀. Remind your consumers what sets you apart—quality, a key feature, or their emotional connection with your brand. In times of uncertainty, familiarity and relevance become powerful tools. If you’re operating in the yellow zone, your focus should be on 𝘀𝗵𝗼𝘄𝗰𝗮𝘀𝗶𝗻𝗴 𝘂𝗻𝗽𝗮𝗿𝗮𝗹𝗹𝗲𝗹𝗲𝗱 𝘃𝗮𝗹𝘂𝗲—not necessarily through discounts, but by clearly communicating why your product is worth it. The value conversation here isn’t about pricing; it’s about showing your customers how your offering meets their needs, addresses their pain points, and brings tangible benefits. It’s about 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 𝗮𝘀 𝗲𝘀𝘀𝗲𝗻𝘁𝗶𝗮𝗹, 𝗻𝗼𝘁 𝗼𝗽𝘁𝗶𝗼𝗻𝗮𝗹. Brands in the top-right quadrant are the ones with space to inspire. In this position, please don’t shy away from an aspirational narrative that resonates with where consumers are today but encourages them to look ahead. Consumers are drawn to optimism, especially during challenging times. Craft messages that anchor today's reality while offering a glimpse of a better tomorrow. Show them your brand is not just a product but part of a thriving future. Remember: in a downturn, 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗯𝘂𝗶𝗹𝗱𝘀 𝘁𝗿𝘂𝘀𝘁. Adapt to the shifting needs, stay true to your values, and keep inspiring. The rewards will follow. Where do you see your brand in this framework, and how are you planning to lead the way? #brandpositioning #strategy #consumerinsights _______ Do you enjoy this content? You could: 👉 Like it 💙 👉 Re-post it ♻️ 👉 Joining my growing Substack Community: https://lnkd.in/d6guz5jk

𝗜𝘀 𝘆𝗼𝘂𝗿 𝗖𝗣𝗚 𝗯𝗿𝗮𝗻𝗱 𝗳𝗮𝗹𝗹𝗶𝗻𝗴 𝗳𝗼𝗿 𝘁𝗵𝗲𝘀𝗲 𝟰 𝗺𝘆𝘁𝗵𝘀 𝗮𝗯𝗼𝘂𝘁 𝗴𝗿𝗼𝘄𝘁𝗵? 😳 #Kantar’s research reveals why some brands thrive while others fade—and it all starts with busting the myths we believe about growth: 𝗠𝘆𝘁𝗵 1️⃣: 𝗣𝗲𝗻𝗲𝘁𝗿𝗮𝘁𝗶𝗼𝗻 𝗜𝘀 𝗘𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 Size isn't enough to guarantee future growth. A big brand today doesn't mean a growing brand tomorrow. The key? 𝗠𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻. 𝗠𝘆𝘁𝗵 2️⃣: 𝗟𝗼𝘆𝗮𝗹𝘁𝘆 𝗜𝘀 𝗞𝗶𝗻𝗴 Forget loyalty—it's 𝗽𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲 that drives repeat purchases. Preference is a by-product of closing the gap between brand promise and product experience. 𝗠𝘆𝘁𝗵 3️⃣: 𝗔𝘃𝗮𝗶𝗹𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗔𝗹𝗼𝗻𝗲 𝗪𝗶𝗻𝘀 Distribution matters, but more is needed. Growth comes from the harmonious blend of range, packaging, pricing, and even promotions. When everything comes together, your brand presence shines, and shoppers notice. Physical availability and no shelf velocity are a recipe for delisting. 𝗠𝘆𝘁𝗵 4️⃣: 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝘄𝗶𝗹𝗹 𝗮𝗹𝘄𝗮𝘆𝘀 𝗱𝗿𝗶𝘃𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 Not all innovations lead to growth. Your brand's size should guide your innovation strategy. Big brands? Address adjacencies. Smaller brands? Focus on winning slices of bigger cakes. Too many NPDs and your resources (human and financial) are spread too thin across multiple efforts. These lessons aren't about "breaking through" but evolving with strategic insight, patience, and clear differentiation. So, which of these myths has your brand fallen for—and what’s your plan to rise above it? Let's talk in the comments. 👇 #brandstrategy #consumerinsights #brand _______ Do you enjoy this content? You could: 👉 Like it 💙 👉 Re-post it ♻️ 👉 Joining my growing Substack Community: https://lnkd.in/d6guz5jk

𝗛𝘆𝗱𝗿𝗮𝘁𝗶𝗼𝗻 𝗦𝘂𝗽𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝘀 𝗔𝗿𝗲 𝗕𝗼𝗼𝗺𝗶𝗻𝗴 𝗶𝗻 𝗘𝘂𝗿𝗼𝗽𝗲: 𝗪𝗵𝗮𝘁’𝘀 𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝘁𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁? What's fueling the European market's thirst for hydration supplements? 🚰 Over the last three years, we've seen a surge in the electrolytes and hydration segment, thanks to consumers waking up to the broader benefits of hydration. No longer just for athletes, hydration products are now famous for 𝗱𝗮𝗶𝗹𝘆 𝘄𝗲𝗹𝗹𝗻𝗲𝘀𝘀, 𝗰𝗼𝗴𝗻𝗶𝘁𝗶𝘃𝗲 𝗳𝘂𝗻𝗰𝘁𝗶𝗼n, and even 𝗶𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝘀𝘂𝗽𝗽𝗼𝗿𝘁. But it's not just about staying hydrated—it's about how you do it. The market is embracing: ✅ Clean labels ✅ On-the-go formats ✅ Eco-conscious packaging. People want simple, natural ingredients in convenient forms, with brands like 𝗛𝘆𝗱𝗿𝗮𝗻𝘁 and 𝗡𝘂𝘂𝗻 leading the charge. Hydrant's fast-acting powders and Nuun's eco-friendly tablets are hitting the sweet spot, catering to active, health-conscious consumers. On top of that, sustainable practices are now table stakes—think recyclable tubes and plant-based formulations. 𝗢𝗻𝗲 𝘁𝗵𝗶𝗻𝗴’𝘀 𝗰𝗹𝗲𝗮𝗿: 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝗮𝗿𝗲 𝗱𝗲𝗺𝗮𝗻𝗱𝗶𝗻𝗴 𝗺𝗼𝗿𝗲 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲𝗶𝗿 𝗵𝘆𝗱𝗿𝗮𝘁𝗶𝗼𝗻. It's not just about replacing electrolytes; it's about products that offer 𝗺𝘂𝗹𝘁𝗶-𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 like vitamins, antioxidants, or immune boosters. 🌿 With a market focused on personalization, new brands have tremendous potential to tailor their products for 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗹𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲𝘀, whether they're recovery, cognitive support, or everyday wellness. 💡 Key takeaway for new entrants: Success in this space means focusing on 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆, 𝗰𝗹𝗲𝗮𝗻-𝗹𝗮𝗯𝗲𝗹 𝗶𝗻𝗴𝗿𝗲𝗱𝗶𝗲𝗻𝘁𝘀, and 𝗰𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲. Packaging matters as much as what's inside, and the ability to offer products that do more than hydrate will set brands apart. Are you ready to quench the market's thirst for wellness? #hydration #consumerinsights #food Do you enjoy this content? You could: 👉 Like it 💙 👉 Re-post it ♻️ 👉 Joining my growing Substack Community: https://lnkd.in/d6guz5jk