EMC Strategy, LLC

CPG Brand Marketing Leaders, Let's face it: In a?? that changes by the minute, "Long Range" Planning might be a thing of the past, especially if you're not a huge company with big dollars to parse out, or you just want to be "more nimble". Even Annual plans should be revisited quarterly or more often. Chances are, since it's late November, you've already put something "on paper" ?? for 2025--vision, objectives, strategies, tactics--the usual suspects. But that doesn't mean you can't still be Thoughtful and Strategic about what might change for your brand and how you'll adapt. ?? You may already have questions ?percolating or nagging at you. Putting myself in your shoes, in which I've walked some miles myself, a few come to mind--and I'm wondering if you agree. So tell me: ?????????? ???? ?????????? ???????????? ??????????, ???? ???????? ?????????? ??????????????????,??????? ???? ???????? ???????? ???? ???? ???????????????? ?????? ?????? ????????? #brandstrategy #strategicplanning #adaptability #brandgrowth

CPG Brand Marketing Leaders – Great evening with Chicagoland Food & Beverage Network hearing nuggets of marketing excellence from a powerhouse panel, catching up with friends old and new, and even 1 minute of sizzle reel fame (because 5 minutes is WAY too long.. link in comments ??) Key insights from on The New Rules of Brand Management reflecting how marketing has changed (spoiler—a LOT) in the past few years: ????????’?? ???????? ?????? ????????????????????: Brand fundamentals are still, well, fundamental. While the paths to market have changed, the need for sharp insights, distinctive benefits, and compelling messaging is evergreen ???????????????? ????????????????????: Attribution offers empowering performance insights, internal alignment, and the freedom to optimize as you go. But with those analytics must come nimbleness: be ready to adjust early and often, 3-yr planning horizons are SO 5 years ago. ?????????????? ???? ???? ???????? ?????? ???????????????? ??????????????:?even if you lose some control. ?While UGC may break some brand guidelines, when your brand and culture intersect in ways you can’t buy or plan for, seize and fuel those moments. ???????????????? ???????? ???????? ?? ???????????? ???????????? ???? ??????????: with unprecedented access to ocean-deep, yet fragmented data, collaboration and transparency are key to common understanding and alignment on implications ???????????? ???????? ?????????? ?????????? ??????????????: Video is today’s language. Make your dollars and brand assets work as efficiently as possible with savvy production planning and batching so your content is truly on demand Which of these resonates most? What New Rule did I miss? Saverio Spontella Larry Deutsch Stephen Gaither Ashley Nazarian Findlay Jessica Barrutia Janet Garetto Tracy Hatfield #brandmarketing #brandstrategy #insights I'm Elizabeth, and I help brand marketing leaders harness consumer & market insights to fuel strategic brand growth. DM me to talk nimble, data-driven strategy to drive consumer connection.

CPG Brand Marketing Leaders, As I try to find instructive lessons from the rollercoaster of the last week, my first "duh" is that across the political spectrum we were all emphatically reminded of inflation’s dominant impact on voter/consumer decisions at the grocery shelf. Marketers know price is only part of the value equation and can’t breed loyalty alone. Nowhere is this more evident than with the recent phenomenal success of Private Label food brands, now trustworthy, sustainable, “real” brands in their own rights. In H1 2024, overall PL dollar share topped 20% and grew at 2x the rate of national brands. The WHY is pretty obvious. But a recent webinar by Hunter Thurman of Alpha-Diver dug into HOW private retailer brands are garnering enviable loyalty. Here are 3 ways they’re crushing it. ??. ???????????????? ?????????????? ?????????? ?????????????????????? Mass /Grocery retailers are simultaneously investing in multiple brands to address the gamut of shopper needs at multiple price tiers. Target has been successfully activating this strategy for years with their trifecta: ?????????? & ????????????: the $4B food/bev brand of 2,500+ items touts quality ingredients, culinary inspired flavors, and clean labels. G&G shoppers are highly valuable, making 4X the # trips with 8X higher spend per trip vs Tgt’s typical grocery shopper. ?? ???????????????? ??????: the "fun sibling" brand is Target’s celebration play, with snacks/treats that “make life’s little moments of indulgence even sweeter,”?from ice cream and cake decorations to mocktails and mixers. Don't recent days give us license to make every day a Favorite Day…Mixer Monday, anyone?! ?????????????? ????????????:?the veteran no-nonsense, family friendly OPP brand priced 10- 30% below branded equivalents has long been meeting the "economy stupid" moment. ??.?????????????????? ???? ???????????????????? & ???????????????????????????? Another brand defying the PL as Knockoff paradigm is Walmart’s bettergoods, their biggest owned brand launch in 20 years. The 300+ line of premium quality, trend-forward foods, most <$5, tout plant-based, gluten free and “made without” claims. It’s proven incremental to the OG Great Value brand, capturing trips from outlets like Trader Joes. ??. ???????? ?????????????? ???????? ???? ?????????????? ??????? Alpha Diver shared their recent buyer persona/decision making work showing Price is NOT the key driver of Value, but rather Reliability, fun Experiences and removing the work of Price Shopping. Amazon Aplenty (launched in 2021 in response to Favorite Day) offer products “crafted to be craveworthy,” and was designed “not as a flanker to advertised brands but as a competitor to them.” Smart stuff, huh? While upending some classic marketing principles, these examples will make me rethink my autopilot shopping list to include "PL" choices. How have your shopping habits changed to incorporate retailer owned brands? ?#insights #foodandbeverage #brandgrowth

CPG Brand Marketing Leaders: Do you ever wonder if there’s really a need for a long term strategy anymore?Since everything changes at lightspeed daily, what’s the point of trying to plan the future? ??♀? That's a reasonable question. And I get it. It's tough out there! Just a few of the many challenges: ?? It’s nearly impossible to stay on top of a marketplace saturated with data and “intelligence” (Artificial or otherwise) ?? The “Marketing” function has been stretched like a rubber band around all the responsibilities you'd expect...and many you don’t. ??Global and national uncertainty sit like a cloud above us all the time, and our Crystal Balls are perpetually "in the shop". So, do we throw strategy out the window ?? and just rely on “agility” and “nimbleness” to adjust as the winds change? I say No. Way. And my sources (aka way smarter strategy experts than I am) agree. ???????? ?????? ?? ?????? ???????? ???? ?????? ?????????? ?????????? ???????????????? ?????????????????????? ???? 2024: ???????????? ?????? ?????????????? ?????? ?????? ??????????????: 3 years is a lifetime. 5 years is like infinity lifetimes. So, how about a 1-2 year Plan, with commitment to review key learnings and course correct every quarter? Sounds simple, not always done. ?????????? ???? ???????? ???? ?????????? ?????? ?????? ???????? ????????????????: traditional models built off large enterprises outcomes may not apply to a fledgling brand, a scaling business or a midsized company. When using case studies for best practices, find the relatable and engaging ones, with implications that the team can convert into action immediately. ???? ???????????????? ?????? ????????/ ???????????????? ?????? ????????????????, ???? ???????????????????? ?????? ????????????????????????:? To make the vision a reality, harness the power of Repetition...and make it a little Sexy. (Stay with me!) We marketers learn fast that to actually influence consumers, ?????????????????????????? ?????????? ???? ???? ?????????????????? ???? ??????????????????, so why not apply that principle for internal messaging? Flex those inspiring leadership muscles ?? to evoke excitement among the peeps that Get 'Er Done. ?? ?????????? ????????????????: Brand Strategy should always support/ align with business strategy, and shape every customer or consumer interaction. For a cliff notes on how to make that work for you, check out my 10 Question Growth Checklist for Brand Marketers. Link in comments below. ?????? ???????? ?????? ?????????? (?????? ??????) ?????????????????????? ?????????? ???????????????? ?????? ????????? #brandstrategy #growthstrategy #insights

CPG Brand Marketers—Quick Question: How are you feeling? OK, that‘s a tad broad (not that I don't want to hear the answer!). I’ll try again: How are you feeling ?????????? ??????? ?? I ask because apparently, despite squeezing blood from turnips to eke out ??, share, profit, all while maintaining brand salience, NPS, and (fill in your favorite brand health metric), ?????? ???? ????????????????????. Yes, it’s been tough since the pandemic, yes food prices are still high, yes, AI is and will be an RBD (Really Big Deal.) ? Since most of us have likely not had the chance to examine the Full Magnitude of the Situation, lucky us--McKinsey & Company to the Rescue! In their recent article they share their thoughts on ?????? ?????? ?????????????????? ?????? ??????????????/ ????????????????/???????????? ???? ???????????? ???????????????? ????????????????.?(link in comments.) Never to jump too quickly to solutions, the suited brainiacs ?? first headlined the dynamics of the last few years that landed us where we are: 1?? ???????????????????? ???????????????? ??????????????????????: reduced loyalty, driven by younger consumers, has forced legacy brands to reinvent themselves to stay relevant 2?? ???????? ???? ?????? ?????? ?????????????? ??????????: Continued shifts to brands created by trusted retailers, without a perceived quality tradeoff 3?? ??????????? ???? ?????? ?????????? ?????????? ??????????????????: We’re past the indie/challenger brand heyday of the 2010’s, where we saw tons of new brand entries that spoke to consumers wanting authenticity, values driven, and personalization bolstered by generous support from retailers with a stake in their successes. Enter #4: 4?? ????????????? ???? ?????????????? ??????????????: After the free flowing days of 2015-2020, Covid kicked off a dramatic pullback in PE/VC investment to launch and scale these brands, plus less retailer excitement as categories got overcrowded. Net, smaller brands aren’t faring as well. Sooooo...Kinda Brutal! ?? Where to start?!? Well, as the problem solvers they are, McKinsey's outlined a comprehensive Dual Agenda for CPG orgs to adapt and thrive in the new climate: ?? ?????????????????? ??????????????????: through M&A, a sharper focus on high growth categories, and new business models that can surround core categories ????????????????? ???????????????????? ????????????????????:? A sobering to-do list in and of itself! The broad strokes include: Revenue Growth Management, a Digital Marketing Revolution,” a focus on Share Growth through Premiumization, and next level Cost Reduction enabled by AI. Whoa. We've got some serious work to do....Kudos if you've been prepping for these changes for a while now! For the rest of us....we’ve got this!! ???????? ????: ???????? ???????????? ?????? ?????? ???????????????? ???? ?????????????????????? ???? ???????????? ???????????????? ???? 2025? #growthstrategy #CPGindustry #managingchange #marketinsights

Brand Marketing Leaders- You’ve already seen and felt it-- Holiday????? is here...however unnerving the “start shopping now” mandate feels when it’s 75 degrees in Chicago in October. From what I’ve seen, the growth outlook is measured ??at best—no surprise given the spending concerns--and realities--of the past few years. So I’m digging deep to Find The Joy ?? in the trend predictions, or at least the Interesting. I’ll share a few tidbits in my next few posts. ?????????????? ?????????? ???????? #??: ?????????????????? ?????????? ?????????? According to a new Holiday shopping report by Basis, ?????????????? ?????? ???????????? ?????? ?????????? ???????? ???? ???????????????? ?????????????????? ???? ???????? ??????????????????, ???????????????????? ?????? ?????? ??/ ??????????????????????. Even traditional TV ??(huh?) will break through to these shoppers. But influence doesn't equal conversion—only 10% will actually buy through ads. This relates to another finding consistent with last year: ?????????????????????? ?????????? ??????????, ???? ???????????????????????????, ???????????????????? ???? ????????????????????, ???????? ?????? ???????? ???????????? ?????? ????-??????????. So, clock some points for the ol’ Path to Purchase journey: ????????????? ???????? ???? ?????????????????? ?????? ?????????? ?????????? ???? ?????? ?????????? ????????/?????????? ???????? ?????? ?????????? ??????????????--??????, ?????????????????? --???? ?????????? ???? ?????? ??????????.? And while the Tiktok Shop explosion shouldn’t surprise me, my Gen X mind still gets boggled ?? that humans can fulfill their entire Maslow Hierarchy of Needs through one addictive, always-on platform…that stays in their hot little hands while they sleep and go to the loo. Be Honest: has your Holiday Shopping already begun, and how are the deals? #retailtrends #holiday2024 #insights

Yesterday was the first day of a new year for Jewish people. ???? It’s typically an optimistic time to reflect ??on the year that's passed, and to think about goals and wishes for yourself and your family.??? Thankfully, I was able to do that to some extent, but like most Humans in 2024, I couldn’t quite hold my brain back from going to the worry, sadness and yes, fear, that the recent state of the world ?? evokes for me. Some days are SO dark, it’s hard to believe I thought YESTERDAY was the darkest possible. ? So, to turn my own thoughts around, I was inspired to to find a quote that might also be helpful to some of you with similar feels of late. I searched for something?non-partisan, positive, authentic, and universal--this is a business platform after all! I’d never have guessed the words that spoke to me would be from a tennis ?? player of the '70s! But IMHO, he nailed in. “?????????? ?????????? ?????? ??????. ?????? ???????? ?????? ????????. ???? ???????? ?????? ??????.” —Arthur Ashe We can all do something to turn dark just a little bit lighter, whatever that might look like for each of us. ?? Right?! Chime in if you'd like! #reflection #optimism #giveyourselfsomegrace

Brand Marketing Leaders & Innovators: Tell me if you relate: As an innovator, a business leader, and for SURE as a parent, I’ve been conditioned to ?????????????? ?????????????? ???? ???? ?????????????????? ???????????????? ??????????????????????. Yes, hindsight is 20/20. ?? Yes, Monday morning quarterbacking can be tiresome. ?? And looking at your own mistakes ??is not exactly Comfortable. But I’ve never regretted a good Post Mortem: putting in the work to diagnose a failed product launch, bad hire, or misguided strategy with a balanced look at what I/my team could have done differently, and what we couldn't have known or changed. I'm a fan of giving ourselves grace if we truly “???????? ?????? ???????? ???????????????? ???????? ?????? ?????????????????????? ???? ?????? ???? ?????? ????????.” Look back, reassess, grow. Right? Well, Yes and No. ?? A recent article from Kellogg Insight (link in comments) digs into research by Lauren Eskreis-Winkler suggesting that ?????????????? ???????? ?????? ???????????????? ???????? ???? ???????????? ??????????????, ?????? ???????????? ???????? ????’???? ?????????????????????????? ???? ?????? ?????????????? ???? ?????????? ???????? ????????????????, due to????????????????? ????????. We overestimate the likelihood of positive outcomes and underestimate the likelihood of negative ones. (Side note: Is anyone else having flashbacks to Econ 101 and that loss aversion idea: Failures Loom Larger Than Successes?! I unearth this from the dusty attic of my ??and it’s no longer true?! Sigh…) The upshot: in overestimating our likelihood to succeed, ????’???? ?????? ?????????? ???? ???????? ?? ?????? ???? ???? ?????????? ???? ???????????????? ?????? ???????????? ????????????????, even when we can pinpoint what decisions led to the negative outcome. Definition of Insanity, anyone?! I’m no neuroscientist. I can’t explain why we fall into this trap, but I’m pointing it out so we can be more aware. By taking the article's counsel to “adopt a more clear-eyed view of the truth, tune in to failure and learn and grow from the experience.” A few tangible ways we can try to do this: ???????’?? ???????????????????? ????: A post-mortem should be an individual thought exercise first. In doing it as a group, we rely on “collective selective memory”, not just our own. ?????????????????? ?????? ???????? ???? ????????????????: ?Waiting until long after a failure has happened to scrutinize it allows the emotions to settle, but memory can be a tricky thing. ?????????????? ???? ????????????:?Next time around, stay in tune as things progress, and see where you can directly compare now vs when/how things went South before. Then, when you hit that juncture, ?? and say –let’s NOT repeat that! ???????? ?????? ???????? ???????? ??????’???? ?????????????? (???? ?????? ??????????????) ???????? ?????????????? ???? ???? ???????????? ?????? ???????? ????????? #failforward #cultureofinnovation #innovation #growthmindset

CPG Brand Marketers: As the clichés go, the Only Constant is Change. It’s Always a Moving Target. Roger that. ? But regardless of how adaptable you are, it’s hard to build a brand within total chaos. You need some organizing principles. This is where ?????????????????? ???????????????? ?????? ???????????????? ?????????????????comes in. In my corporate life and now with my clients, I've always leaned on Go-To frameworks--many from the classic marketing playbook-- ?? to keep a brand strategy complete, relevant, actionable, and impactful. Those functional skills are Table Stakes. IMHO, ???????????????? ???????????????????? ?????? ?????????????????????? ???????? ???????? ???????????????? ???? ???????? ?? ???????????????? ???????? ?? ??????????, and surprise! It starts with YOU, the Leader, embedding it into your team culture and way of working. ?Some tips on how: ???????? ?????????????????????? ??????????????????. Not to demand immediate answers, but to push your team to use their curiosity, powers of observation and experience to assess [insert Situation X or Challenge Y] and ?????? ???? ?????? ?????????????? ???? ???????????? ????????.?Help them build Strong Guts supported with data ?? , not the reverse. ?????????????????? ?????? ?????????????????? ???????? ?????????? ??????????. Take time upfront to gain multiple perspectives and assess multiple paths before barreling forward, but ???????? ?????? ???????? ????, ?????????? ????. (sorry, grammar police ??♀) ?????????? ???? ???????? ???? ???????? ?????? ??????????. Encourage ?????????? ???????????????? ?????????????? ?????? ?????????????????? to generate confidence and momentum. (call it an A/B test, or don’t –just find a before and after view that works!) This provides a needed reality check so you can ???????????????????????? ???????? ??????’?? ???? ???????????????? ???? ????????????. So….as we approach Q4, ?????? ???????? ?????? ???????????????????? ?????????????? ???????? ?????????? ????????????????? Does it need a tune up to end the year strong? If so, let’s talk! ----- I’m Elizabeth, and I help consumer marketing leaders use strategic insights to fuel brand growth.?DM me to learn about my approach to ensure your Strategy is optimized to the ever-changing market. #brandstrategy #brandgrowth #growthmindset #cultureofinnovation