Why Brand Positioning Matters in the CPG Industry
Dots Oyebolu chats to Kathy Guzmán Galloway, CEO and Strategist at The Clarity Wizard, who shares insights from her two-decade career in the consumer packaged goods (CPG) industry, covering her early days at PepsiCo and her current focus on brand positioning.
She breaks down the classic Four Cs and Four Ps marketing frameworks and explains why they no longer suffice in today’s complex brand environment. Kathy introduces her own Brand Fundamentals framework to help companies clarify their message.
Key Takeaways:
(01:22) Kathy shares her 20-year journey in CPG, starting with foundational training at PepsiCo.
(02:14) She contrasts consumer packaged goods (CPG) with FMCG.
(02:58) Kathy now focuses specifically on brand positioning, helping leaders articulate strategy.
(05:28) CPG is about the end user, regardless of whether the go-to-market strategy is DTC or retail.
(07:07) She outlines the classic Four Cs and Four Ps frameworks and how they relate to positioning.
(10:24) Kathy introduces her Brand Fundamentals framework to avoid the “and also” problem.
(13:45) A major sign of poor positioning is constant internal revisions and unclear brand differentiation.
(16:54) She emphasizes revisiting brand positioning regularly to stay ahead of shifting consumer needs.
(23:00) Dove’s use of brand purpose exemplifies how consistency across all brand touchpoints drives loyalty.
(35:50) To maintain loyalty, brands must stay close to their consumers and evolve with their changing needs.
Insightful Links:
https://peekage.com/blog/positioning-messaging-testing-for-cpg-brands
https://www.smashbrand.com/articles/brand-positioning-map/
https://studionoel.co.uk/understanding-brand-positioning-models
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