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Vantage Point

A collection of news, articles and other featured Vantage Point content.

Brands must be ready for convenience to be redefined, local to go hyper-local, and tech to take the lead.

A Roadmap to Better Trade Promotion Management

Trade promotion management and optimization is a big challenge faced by all consumer-packaged goods (CPG) companies due to the complexity of tasks involved in the trade promotion lifecycle.

In the post-digital era, hyper-personalized, instantaneous digital experiences will increasingly provide competitive advantage for consumer goods brands looking to deliver relevance at scale.

If marketing messages can be individualized based on what we know about consumers, our media and measurement strategies should follow suit.

Brick-and-mortar retail is very much alive — and might help reimagine the advertising industry.

The rapid expansion of blockchain is making it easier for business analysts to achieve operational efficiencies, create added value for their companies and enhance the customer experience.  

To unlock the secrets behind successful small brands, big players should leverage machine learning and data science.

Udo Panenka

Consumers are starting to expect the same level of brand responsiveness they enjoy online across all touchpoints, including packaging and P-O-P displays. Here's what brands must do to meet those expectations.

An authentic brand purpose will be critical for building loyalty among modern, proactive "prosumers."

A consumer goods industry now focused on building better shopping experiences shouldn’t underestimate the impact of delivering the right product, at the right price, on time.

AI-enabled tools will help trade promotion teams gain real-time, goal-based recommendations that will continuously improve over time.

Transformational changes in consumer engagement, product development and fulfillment among beer makers provide a lesson for all consumer product manufacturers.

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