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5 Ways to Find the Balance for Marketing CPG Brands

April 19, 2018

Via: Adweek

Think globally, act locally. It’s a decades-old rallying cry that is not often executed effectively. Attempts to implement this overarching management idea as a brand strategy can either be too rigid or too flexible. Not striking the proper balance can lead to brand inconsistency and regional irrelevancy.

This is especially true of consumer-packaged goods (CPG) brands that need to succeed in a specific competitive set. Regions vary widely in common cultural codes for flavor, premium designation or even product usage. Overly strict guidelines can hamper a brand’s ability to flexibly address these differences.

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