The Craftory’s Post

🌍 Is it Still Possible to Build a Global Consumer Brand in 2024? 🚀 Building a consumer brand in today's market is a daunting task. Most investors' money has shifted focus, customer acquisition costs are skyrocketing, and scaling has become a huge challenge. Brands must also navigate a crowded landscape, differentiate themselves, keep up with changing consumer preferences, and build loyalty in an era of price sensitivity. Supply chain issues and rising costs add to the complexity of launching and maintaining profitability. So, how can founders overcome these obstacles and build successful global consumer brands today? 🌟 That's why we have Elio Leoni Sceti, as our next Masterclass speaker. As co-founder and Chairman of The Craftory, the World's first mission-driven CPG investment house (backers of NotCo, Seed Health, and allplants | B Corp™), Elio is a master at building global brands. He's held top roles at Iglo Birdseye, EMI Music, Procter & Gamble, Reckitt Benckiser, and serves on boards of Kraft Heinz, and previously AB InBev. ⏰ Thursday 13th June @ 17:00 CET ➡️ Current and future Founders: Apply now (here https://lu.ma/g65pchi7) to learn from Elio's vast experience and ask him your burning questions! This Masterclass is brought to you by Italians in VC, in collaboration with Made IT Podcast and powered by Boston Consulting Group (BCG) & BizPlace, as part of the 2nd edition of "The Masterclass" – a series of 6 online live sessions featuring some of the most successful founders, operators, and investors. Edoardo Gentili Giovanni Calabrese Francesco Moiraghi Dr. Micol Chiesa Churchill Agostino Trapani Luigi Di Piazza Inès Makula Camilla Scassellati Sforzolini Niccolò Martellini

Launch of Game Changers 2024 – The Value Creation Playbook Super excited to launch the webinar with the key takeaways from the 2nd Game Changers Report in partnership with Bain & Company. The report focuses on three areas: 1) Consumer exits and founder exit outcomes in the last 15 years 2) Launch of InsurgeX - shortlist of brands growing well with strong fundamentals 3) Deep dive in packaged food & beverages Last year, we analyzed all the consumer brands founded in the last 15 years, and distilled patterns in the journeys of the successful ones that had grown well with strong fundamentals. This year’s report focuses on all the consumer exits in the last 15 years and exit outcome for founders. The focus was only on exit events (cash exit or an IPO) as that is the real value creation event for founders. Fundraises & valuations are important but intermediate milestones! The analysis also focused on an important consideration that is never spoken about - the founder stake at the time of an exit. The focus of most analysis has been on the enterprise value and the founder stake is hardly spoken of. We analysed founder stake and exit outcomes for founders at different enterprise value bands. There are great pointers on managing dilution for founders. We are launching Insurgex – our shortlist of brands growing well in a fundamentally strong manner. There's a lot of focus on brands that are growing at a rapid pace. But what the ecosystem lacks is spotlighting brands growing well while maintaining solid fundamentals. As we always say, consumer is all about balancing growth with fundamentals! We have 18 brands in the inaugural list. 𝑰𝒏𝒔𝒖𝒓𝒈𝒆𝒙 𝘪𝘴 𝘵𝘩𝘦 𝘪𝘯𝘴𝘶𝘳𝘨𝘦𝘯𝘵 𝘪𝘯𝘥𝘦𝘹 𝘤𝘦𝘭𝘦𝘣𝘳𝘢𝘵𝘦𝘴 𝘪𝘯𝘴𝘶𝘳𝘨𝘦𝘯𝘵𝘴 𝘥𝘦𝘧𝘪𝘯𝘦𝘥 𝘢𝘴 𝘵𝘩𝘰𝘴𝘦 𝘸𝘪𝘵𝘩 𝘳𝘦𝘷𝘦𝘯𝘶𝘦 𝘮𝘰𝘳𝘦 𝘵𝘩𝘢𝘯 ₹75𝘊𝘳, 3-𝘺𝘦𝘢𝘳 𝘳𝘦𝘷𝘦𝘯𝘶𝘦 𝘊𝘈𝘎𝘙 𝘨𝘳𝘦𝘢𝘵𝘦𝘳 𝘵𝘩𝘢𝘯 𝘰𝘳 𝘦𝘲𝘶𝘢𝘭 𝘵𝘰 30% 𝘢𝘯𝘥 𝘤𝘢𝘱𝘪𝘵𝘢𝘭 𝘦𝘧𝘧𝘪𝘤𝘪𝘦𝘯𝘤𝘺 𝘨𝘳𝘦𝘢𝘵𝘦𝘳 𝘵𝘩𝘢𝘯 𝘰𝘳 𝘦𝘲𝘶𝘢𝘭 𝘵𝘰 1.5𝘹. Finally, we also focused on the key consumer trends in the packaged food & beverage segment – the segment with most M&A activity. Please listen in and share your feedback. Link to the webinar in the first comment. Navneet Chahal Joydeep Bhattacharya Dhruv Aggarwal Amanpreet Talwar Deepak Shahdadpuri Pooja Shirali Saumya Porwal Nivedita Sanjai DSG Consumer Partners

Every part of your business needs a strategy. Posting on social media is not a strategy. Just attending a conference is not a strategy. Just sending out emails is not a strategy. A strategy comprises of: Objective: what is the purpose the activity is attempting to acommplish? Budget: what are the amount of funds set aside to meet the objective? Audience: who are you aiming to connect with to meet the objective? Channels: where is your audience and where do they get their info, that's where you need to be Metrics: what data points are you measuring to track success If you're operating a business without a clear strategy for how you will move the business forward, you're going to be moving in circles. Candice Jackson Long- Brand Strategist Speaker | Consultant | Vision Builder 🚀 Helping disruptors & change makers become the go-to voice in their industry with brand positioning & messaging. 💜 Found this content helpful. 💃🏾 me for more. 📩 Want to see what’s possible with your brand? Say hello in my DM’s.

Can you be a Category Creator? There’s fascinating research coming out of the UK about how common disruptive innovation is. Answer: not very, despite clearly articulated business strategies that openly call for it. An analysis by British Brands Group (https://lnkd.in/eA4Rqkgg) has evaluated UK launches of consumer goods. Using an objective scoring system, BBG assessed 18,167 launches over a three year period. Only 375 – 2.1% – were classified as disruptive. Now, here’s the kicker. Those disruptive launches sold at an 86% price premium to the category average (vs. a 68% premium for other launches). It’s not entirely bad news for big firms. For the top five manufacturers, 19% of sales are coming from new products, vs. 8% for the overall industry. They’re innovating, but it’s mainly small ball. Why? The answer is straightforward – disruptive innovation can be costly, risky, and counter to how an organization is wired. For consumer goods, you need to educate both the consumer and the retail channel. That’s daunting, until you step back and look at what’s really powering growth. Think about Red Bull generating the energy drinks market, or Vita Coco creating and then dominating the coconut water industry. While others struggled just to keep their share in low-growth categories, these two disruptors built entirely new ones. The capability to disrupt is much like a muscle; it atrophies with disuse. On the other hand, firms can get quite good at it, just as they can become excellent at M&A, influencer marketing, or many other domains. The BBG report lists Walkers, a mid-tier British snack brand, as the top disruptor that it tracked, with 24 distinctive launches over the three-year period, vs. 9 for Coca-Cola even with all the resources at Coke’s disposal. Whatever your industry, here are a few questions you can ask about your own situation: - How important is category creation to your overall growth plans? Can you give it a numerical target? How does that figure compare to your recent track record of accomplishing it? - Can you define the competencies needed for category creation in your industry? Do you have them? If so, what’s getting in the way of using them better? If not, how might you develop them? - Lack of knowledge about a category’s frontiers of innovation, organizational silos, and inappropriate processes are three common hurdles to becoming better at disruption. Do they affect you? How might you address them? Disruptive innovation is undoubtedly hard. But that’s also what makes it so valuable. If you can create and own a category, huge benefits await. (Interested in more in-depth analysis on this? Read pp 15 - 18 of our working paper on market expansion opportunities here: https://lnkd.in/e88My7sy)

Why do some visionary brands succeed while 80% fail in the first five years? It's all about understanding the formula of success. The Visionary Brand | The New Age | Be Distinct or Become Extinct                                                             "Distinct or extinct." – Tom Peters   Discover the success behind visionary brands! Learn how adapting and evolving is crucial in today's new age. Join us for insights and strategies from top brands. Comment and share!   CHRONICLE SEGMENTS 00:00 Introduction 00:46 Success Formula 01:15 Be Distinct 02:26 Product Evolution 07:38 Great Brands 12:18 Survival Instinct 19:12 Disruptive Revolution 18:07 Value Beyond Product 25:21 Closing Thoughts   Learn the secrets behind visionary brands and how adapting and evolving can ensure business success. Watch for expert insights and strategies. #visionarybrands, #brandsuccess, #adaptingbusiness, #evolutioninbranding, #productinnovation, #disruptionstrategy

Innovation is the key to growth and success in today’s fast-paced world. It is the process of creating something new or improving an existing product or service. Kantar Advantage and other innovation forms provide a comprehensive guide to growth through meaningfully different innovation. This guide demystifies innovation to equip you with everything you need to innovate in a meaningfully different way to drive brand growth. It covers topics such as why innovation is important for brand growth, how to find the best opportunities for innovation, and ways to ensure your innovation doesn’t fail after launch. With the right approach, innovation can be a powerful tool for driving growth and staying ahead of the competition. 💡🚀🌟 #innovation #growth #branding

Why do some visionary brands succeed while 80% fail in the first five years? It's all about understanding the formula of success. The Visionary Brand | The New Age | Be Distinct or Become Extinct                                                             "Distinct or extinct." – Tom Peters   Discover the success behind visionary brands! Learn how adapting and evolving is crucial in today's new age. Join us for insights and strategies from top brands. Comment and share!   CHRONICLE SEGMENTS 00:00 Introduction 00:46 Success Formula 01:15 Be Distinct 02:26 Product Evolution 07:38 Great Brands 12:18 Survival Instinct 19:12 Disruptive Revolution 18:07 Value Beyond Product 25:21 Closing Thoughts   Learn the secrets behind visionary brands and how adapting and evolving can ensure business success. Watch for expert insights and strategies. #visionarybrands, #brandsuccess, #adaptingbusiness, #evolutioninbranding, #productinnovation, #disruptionstrategy

Since joining Brand Now, one of the most valuable things I've learned is that failure serves as a stepping stone to success. When faced with a challenge, it's tempting to fixate on making an unworkable idea succeed, write it off as failure, and become discouraged. However, when we embrace failure and treat it as a hypothesis–we can draw inspiration from our setbacks, learn crucial lessons, and swiftly pivot in the right direction. Check out this article where our President, Lynn Altman, dives deeper into this and emphasizes how "failing fast" can quickly lead to success in the ever-evolving CPG industry:

I recently spoke with Jack Cousins from Transform magazine where I dove deep into the world of brand identity in the food tech sector, and how breaking away from the conventions of FMCG branding could be the key to success. I believe in building brands that truly resonate - ones that don’t just look good, but feel right. We talked about how startups in the food tech space have a real opportunity to master the balancing act between consumer expectations and experimenting with industry norms. Keeping a brand's identity fresh and relevant is a challenge I'm always up for. It's not just about following trends, it's about setting them. Check out the full interview in the comments.

At Brand Now, we know that the quicker we let go of ideas that aren't working, the sooner we can find the ones that do. In her latest article for the Forbes Agency Council, Lynn Altman explains why failing fast is the speediest way to success. #innovation #lessonslearned https://lnkd.in/eYAs2k_e