I did not know that!

October 2, 2015By Behind the Shelf Blog, Brand Marketing

by Dave Wendland Johnny Carson would often say, “I did not know that,” when confronted with some unusual information or when he felt at a loss for words. This, however, is not an excuse any CPG product manager or respectful sales director should ever get away with. Yet I hear it quite often during meetings … Read More

Market research = insurance against bad decisions

March 9, 2014By Behind the Shelf Blog, Brand Marketing

by Amy Kasza Advertising legend David Ogilvy once shared this gem to remind marketers of their responsibility to base their decisions on sound research: “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” Yet the “new normal” of retail and consumer goods economics that shocked us all in early 2009 … Read More

Remember the Souper Combo?

February 27, 2014By Behind the Shelf Blog, Brand Marketing

by Jenny Kosek Remember Campbell’s® Souper Combos? In the late ‘80s, these microwaveable meals offered the classic combination of a bowl of Campbell’s  soup and a toasty sandwich or companion food, in one easy-to-microwave tray. Seems like a sensible line extension, right? But you likely won’t remember Campbell’s Souper Combos because they were a tremendous flop. The … Read More

What does your target market value?

February 4, 2014By Behind the Shelf Blog, Brand Marketing

Posted by Megan Moyer When you are deciding on a price point for your product you have to consider a number of factors. The perceived value of your product could be one of the most important ones; however, that insight isn’t always clear-cut and easily available. Value is a very personal thing. What you value and … Read More

How is your brand holding up?

October 14, 2013By Behind the Shelf Blog, Brand Marketing

by Megan Moyer At what point in its lifecycle is your product? Introduction, growth, maturity, or decline? If you’re in maturity or decline, it may be time to conduct a brandformation – an assessment of consumer perception of your brand. Once you’ve reached the maturity stage, that’s the time to explore how consumers view the brand … Read More

Avoiding Costly Mistakes with Research

September 5, 2012By Brand Marketing, Views

by Dave Wendland, as seen in OTC National July 17, 2012 You have a new and exciting opportunity afoot: selling to a new target market, introducing a new product or considering new distribution channels domestically or abroad. But questions abound. What’s the revenue potential and how much market share can you gain? How do consumers shop … Read More