Established is a market position. Proven is an operational condition. Baselining establishes the operational condition by measuring what each solution can reliably deliver today before judging the value of what comes next.
Three implications are clear for brand leaders: Manage packaging as a conversion system. Put the strongest proof where shoppers can't miss it. Test and retest the value proposition.
INNOVATION has advanced faster than at any other point in retail/CPG technology history over the past decade. Yet trust has moved in the opposite direction....
MAJOR BRANDS FACE ESCALATING PRESSURE from faster-moving challengers, say two recent research reports from Boston Consulting Group (BCG) and Barclays, the investment firm. Both research...
