Emily Culp

Discover the unstoppable demand for variety in alcohol beverages! 🍹🍸 Gen Z demand is driving changes in flavor, format, and packaging innovation. Learn about the growth opportunities in this robust market in the latest Circana report.

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

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Our influencer panel discusses influencer brand deals. Hear from the experts themselves. #influencermarketing

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Continuing my sharing of posts about brand growth; a lot to unpack here. The real meat is in the link below, but me key takeaways are... - 💡 Kantar unveiled a blueprint for brand growth, analyzing 6.5 billion global data points (that is a lot!). - 📊 Emphasizes creating meaningful differences for volume and market share growth. - 🌐 Increased presence across customer journey touchpoints boosts buyer engagement. - 🚀 Focus on finding new spaces leads to revenue growth. - 💰 Prioritizes profitability over volume sales. - 🎯 Differentiation crucial for consumer connections and commercial success. - 🍺 Brands like Guinness exemplify meaningful differentiation. - 📈 Emotional connections crucial for boosting sales and loyalty. ... as they say, we can take that to the bank! https://lnkd.in/gBCycziQ

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Great insights from NielsenIQ's VP of Advanced Analytics, Steve Zurek, on Good Morning America today! 🛒📊 Check out the clip below and discover how private-label brands compete on price and quality. Check out the full story here: https://lnkd.in/gei2htBG #ConsumerInsights #PrivateLabel #TheFullView

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For decades CONSUMER CENTRICITY has been marketing’s holy grail This makes the suggestion that ‘consumer insight' is overvalued almost blasphemous Yet the belief that ordinary folk hold the key to marketing success is nearsighted. So-called 'consumer truths' do not just live inside our mind. We are locked into a wider cultural context that drives what we think, feel and do To truly understand people, we need to explore the CULTURAL LANDSCAPES they inhabit This is the final part of a 3 part blog; enjoy 🙂 BTW: it's not either/or - we need psychology AND cultural insight #semiotics #culturalinsight #marketresearch #marktonderzoek #insight #marketing #marketingintelligence SemioCentral https://lnkd.in/gM3a7atX

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For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar

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While technology will cocoon consumers’ lives in years to come, nature will constrain them as societal conventions around growth and prosperity will be further unseated. This will create a landscape where assumptions that previously perpetuated culture and business are re-examined. At #dentsu, we are driven to innovate. Leveraging insights from 30,000 global consumers and 20 experts, our #ConsumerVision2035 report outlines the forces and trends that will reshape technology, culture, consumers, and brands over the next decade. Read the full report to unlock the perspectives needed to future-proof your business, create differentiation, and make an impact for your communities. #InnovatingToImpact

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We've spent a lot of time on both sides of this equation, and it's fascinating to see how much brands matter (or don't) and how it differs by category. As always, it comes down to value: rational, emotional, sensory, and at what cost. Read more about how store brands are filling up more of your shopping cart: https://lnkd.in/gHa5Hxr9 #strategy #consumerresearch #cpg

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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SOOOO many highlights from the Cannes Lion festival this week. More to come in a post with some full takeaways. But this conversation about retail and commerce media struck me. With the recent boom of companies standing up media networks, Mike Bregman, Chief Activation Officer of Havas Media Network asked LiveRamp SVP of GTM Daniella Harkins, "How many Retail Media Networks are too many?" I loved Daniella's answer (paraphrasing): It's not about how many media networks. It's about getting the most out of them--maximizing your ability to reach customers wherever they are...and being confident you have the right identity solution to ensure you're reaching the people you're targeting. Then, it's just a matter of making sure each retail media network is delivering incrementality. Media networks are a powerful tool for brands with rich first-party data looking to unlock huge brand-building power! Find more about media networks here: https://lnkd.in/gm_4utiz

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🌟 What’s the difference between Consumer Segmentation and Shopper segmentation? 📢 Find out Thursday for C+R Research's Emerge Smarter Webinar, showcasing our new proprietary Shopper Segmentation tool. It's your opportunity to boost your brand’s sales by understanding shoppers’ thoughts, needs, and behaviors in the food, beverage, and household categories. 🎯 You'll also learn: 🧐 Profiles of shopper segments: dive into their mindset, preferences, & driving factors 🔧 Utilization of our advanced typing tool for precise targeting & enhanced customer insights. 🗓️ Don't miss out - Thursday, April 25, at 12 PM CT!    ➡️ Register now & emerge smarter! https://lnkd.in/gmx28Jvg   #MRX #CRResearch #ShopperJourney #ShopperSegmentation #MarketResearch #ConsumerInsights #Retail #Webinar #PathToPurchase #ElevateYourBrand

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💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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Sometimes I want to control my shopping experience, sometimes I want the thrill of the discovery. Sometimes I want 15 filters to narrow my search, sometimes I want the brand to take the wheel. In Quick Study’s latest Study Guide, we explore the relationship between consumer behavior and control, and how brands can keep the balance.

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How important is content in CPG? Right now, I could argue it's one of the most crucial areas a business should focus on. It's as important as the CEO, COO, and CFO roles. PepsiCo recently hired a CCO, a Chief Creative Officer. This newly created role oversees creative but, more importantly, CONTENT. The CCO said on stage yesterday at Collision that Pepsi will be a media empire in the coming months and years. What does this mean for SMBs, and how should you be thinking about content? 1. Be the CCO. Put that hat on, and if you don't have the skill set, outsource it early on. Act as the leader, not the content producer, unless that's your skill set. 2. Partner with a team. If content creation isn't your strength, collaborate with a team that can produce content at scale across different platforms/retailers. Allow that team to operate as if they are an internal team. This is the model we encourage and execute at GreenFresh . 3. Lead with video. Our entire strategy at GreenFresh moving forward is to lead with video and work backward. Listening to this panel, what struck me was Pepsi's team setup. They have a brand team, a content team in-house, and an outsourced content and ad team. Even with all these resources, they still outsource and value an agency model.

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Thanks for the great article Dr. Tracy Tuten. A lot of the research Illuminas does on brand, especially in technology, focuses on whether customers and potential buyers see value in the brand extension. For companies with large portfolios of products and solutions, many of which were added through M&A, these new brands can create confusion for the buyer. Do these new brands, solutions, platforms or whatever we want to call them, actually make sense in the portfolio? How do they fit in with the existing products and solutions? With these brand extensions, or acquired brands, is there a fit with the overall value proposition of the parent brand? I've spent over twenty years in the field talking to tech buyers, for example, about brand extensions or acquired brands, and in many cases a majority of customers are only peripherally aware of the new brands. When presented with them, the key questions that come up time after time, are the same ones I just mentioned. Overall, the key questions center around relevance of the brand extension and why it makes sense in the portfolio, and ultimately why it should be considered for purchase. Many companies spend most of their time talking about the new brand extension and less time talking about how the brand adds additional value to the overall portfolio and to the parent brand. This leaves the buyer trying to figure out on their own whether they should even pay attention to the new brand. Certainly there is a strong element of brand dilution that occurs in many of these cases. These brand investments can also create confusion in the mind of the buyer. #branding #marketresearch #portfoliomarketing #marketingstrategy

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