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...
BEAUTY AND STYLE TRENDS change quickly with the seasons. That popular nail polish color for summer may be passé by the holidays, which demands nimble...
