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Beyond brand: how today’s marketing directors have to drive category growth

22-Feb-2012 Marketing leaders in the second decade of the 21st century are facing post-financial crisis frugality and fickle consumers, as well as private label and home brands undercutting their offerings. To make matters worse, their customers are daily disappearing into a “cloud” of digital devices through which they are increasingly working, playing, price-comparing and shopping.

While always important, being a brand champion, brand protector or an innovator are now just the minimum requirements of today’s marketing director.

The new mantra is category growth. For example, if you’re in soft drinks, the question becomes not, “How can I persuade people that my brand is better than the opposition?” but, “How big can I make the soft drink aisle of the supermarket?”

Or, as one of the world’s most successful CEOs, Reckitt Benckiser's Bart Becht, revealed on a recent visit to Australia: “It's not just about selling Finish (dishwasher detergent), it’s very much about driving the take-up of dishwashers.”

Read full article. Cited in B&T Today, Monday 20 February 2012.

 


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