Marketing Tactics

Many brands are utilizing social media as a means to enhance consumer engagement and the overall brand experience, which adds tremendous value in terms of building trusted relationships. However, a new social media application has the potential to be much more powerful: consumer understanding. Julia Chen Davidson, global consumer products lead, IBM Institute for Business Value, explains how CG companies can take hold of this opportunity within their four walls.

CGT Executive Editor Alliston Ackerman gives you a sneak peek into the trends and topics discussed in this month's issue.

An in-depth look at the changing role of category captainship in consumer goods

"Everything I need to know... I learned in kindergarten," wrote author Robert Fulcrum. For Amanda Klane and Drew Harrington, those lessons included getting to know your fellow five-year-olds. Fast forward 18 years, and the former classmates would reunite to embrace the roller coaster ride that accompanied the launch of their fast-growth company, Yasso Frozen Greek Yogurt.

A recap of the event's insightful presentations that explored the role that collaboration can play in advancing projects in supply chain, sales and marketing, analytics, data sharing and more.

These launches are being supported by a significant increase in marketing focused on relevant social engagement with consumers and memorable campaigns.

MillerCoors hopes to eventually expand its adoption of the voluntary nutritional labeling, but will start with Miller64 to learn more about consumer reaction before making additional decisions.

This investment in partnership with current AFS management provides growth capital as well as capital for future acquisitions.