SmartCommerce的动态

?? The Tupperware Party May Be Over – But Innovation in Marketing is Always Key! ?? I was quoted recently in this insightful article by The Drum discussing the decline of the iconic Tupperware brand and what could potentially save it. ??Tupperware's story is a powerful reminder of how even the most recognizable brands can face challenges in adapting to changing consumer behavior, market trends, and digital transformation. In today’s fast-paced marketing landscape, it's essential for brands to remain agile, innovative, and customer-centric. As a marketer, I've always believed that the best way to stay ahead is to: ?? Constantly evolve – What worked yesterday might not work tomorrow. ?? Focus on digital transformation – Meet customers where they are, and embrace new technologies. ?? Listen to the market – Customer insights are invaluable in guiding a brand's journey. Tupperware’s struggles show the importance of marketing leadership that’s forward-thinking and adaptable. It’s not just about selling products; it’s about understanding the pulse of your audience and continually reinventing your strategy. I’m passionate about helping brands navigate these challenges and unlock their full potential in a crowded marketplace. Let’s keep pushing the boundaries of what great marketing can do! Check out the full article here: https://lnkd.in/gDavdrB3 #marketing #innovation #digitaltransformation #customerexperience #brandstrategy #TheDrum #Tupperware #leadership thx to Audrey Kemp!

Curious about how brand extensions can impact your brand’s equity? When a premium brand ventures into lower-price segments, the rewards are enticing, but the risks are real. From revenue diversification to brand dilution, we’ve covered it all. Discover the delicate balance of extending your product portfolio while preserving your brand’s prestige: https://hubs.la/Q02Bn66q0 #illuminas #strategy #brandequity

Most brands grow slowly, more like trees than flowers, yet they are susceptible to mistakes that can stunt their growth, or even damage them beyond repair. While many companies are busy running the rest of their business, they lose track of what’s happening to the brand they built from the ground up. All good brands require regular maintenance to avoid losing their equity and their power with the customer. Read more for a few common mistakes to avoid. https://ow.ly/tyPq50SmN85 #brand #branding #brandequity

Tupperware, once an iconic brand filed for bankruptcy in September 2024, marking the end of an era for a company that revolutionized food storage. The brand that became synonymous with plastic food storage containers, was named after its inventor Earl Tupperware. The company’s popularity exploded in the 1950s as women held “Tupperware parties” at their homes to sell food storage containers. However, over the past decade, sales have been cut nearly in half, and its stock has plummeted from $95 to less than $1 per share. Tupperware’s decline stems from several factors. The company clung to its outdated direct-sales model and was remarkably slow in adopting other channels like e-commerce and retail stores. While "Tupperware Parties" were once a revolutionary sales model, they became less effective as consumer habits changed. Competition from cheaper, disposable alternatives further eroded Tupperware’s market share. When disposable containers were starting to gain traction in the early 2000s, Tupperware said that they never even considered making that type of product, which was a missed opportunity. Additionally, years of distractions from acquisitions contributed to the brand's downfall. External challenges, including rising material costs, growing environmental concerns about plastic, and the pandemic's impact on social gatherings, only worsened an already declining situation. While it remains to be seen if Tupperware can rebuild itself, its story serves as a cautionary tale for brands that fail to evolve with time.

When one ignore the he need to make it a current, must-have brand?... Even large corporations managing many brands and subsequently a private equity one can get it wrong. #strategy #shareholdervalue #brandidentity #brandbuilding

Curious about my hot take on tupperware? ??♀? “These in-home gatherings, which were a #social and effective method for selling products in the 1960s and 1970s, became less relevant as #ecommerce and #retail environments evolved. With the rise of #digital #shopping and more flexible purchasing options, customers moved away from the party-based model, preferring the convenience of #online marketplaces or stores where they could quickly compare prices and products.” Check out Audrey Kemp's piece below for more insights ?? ?? ??

This story from Founder and former CEO of Ethique, Brianne West shows it's possible for ethical brands to scale without sacrificing core principles. Clear values can work wonders. If you’re moving fast, they focus decision-making, reinforce your uniqueness in the eyes of your customers, and may even open the door to unexpected opportunities that will accelerate growth. Do you have any anecdotes like the one below? If not, it might be time to ask: ? How do our values serve us, and support our future plans? ? How can we sharpen or communicate them more effectively? ? How can we embed them more deeply into our culture and working practices? ? How can we ensure audiences see, feel, and experience them, day to day? #culture #values #ethicalbusiness #sustainablebusiness #founder #SME #startups #ethicalbrands _________ Hi, I’m Steph, Founder of?Guillemot Consulting and C-Suite advisor on brand culture and people-led change. I’m available for project work, sounding board sessions, one-off workshops, company offsites, and freelance consulting as an extension of your team. Alongside my consulting business, I also work as a qualified ICF-Accredited Transformation Coach (Animas) supporting entrepreneurs taking their brands to the next level and women navigating significant career transitions. Check out my profile to discover more, or DM me to connect.

?? Your actions, values, and character define your brand. Build it with integrity, and let it speak volumes even in your absence. #brandvalues #brand #brandingidentity #brandidentity #jeffbezos #jeffbezosquotes #BrandingStrategy #brandbuilding #inspiration #quotesdaily #quote #businessquotes #nevergiveup

The story of Coca and Pesi is more than just a tale of rivalry; it's a testament to the power of innovation, branding, and the human desire for choice. It’s a story that reminds us that competition can drive us to be better, and that sometimes, the journey is just as important as the destination. https://lnkd.in/eFi6R3Za https://lnkd.in/edY5UcXy #MarketingMagic#brandstorytelling#Ethiopia#housing#communitybuilding#branding