A cookie is never just a cookie – especially when it’s wrapped in decades of brand equity. Last month Mondelez International Inc., maker of iconic packaged food brands like Oreo and Ritz, filed suit against Aldi supermarkets, alleging that Aldi’s store-brand cookies...
The top 6 of the metrics that matter Part 3 of the “Marketing as a Profit Center” Series In the first two articles of our series, we established that marketing must move beyond vague goals like “brand awareness” or “engagement.” To become a true profit center,...
The following is the second article in a 3-part series called “Attention Shoppers… The Competitive Strategy Approach to Addressing the Elephant in the Room of the Retail Crisis: The Customer Experience” While Black Friday 2023 may not have been a “bah humbug,” it was...
We’ve written about the decline of service in retail generally. In the home improvement sector retailers and customers are thinking similarly to resolve a problem that seemed like a good idea at the time. We note with interest in particular the Lowe’s CEO...
When it comes to responding to a formidable competitive threat from another provider, passive activity in the shadows can do more damage than a full-frontal assault. In fact, to efficiently surpass or thwart a better-performing competitor, competitive intelligence and...
