When Can a Strong Brand Move Away from Its Own Colour Code? The Case of Coca-Cola and Pepsi
Two cans. One shelf. The same week. On the left: Coca-Cola Zero Caffeine, in black and gold, with the message “new look, same taste”. On
Two cans. One shelf. The same week. On the left: Coca-Cola Zero Caffeine, in black and gold, with the message “new look, same taste”. On
I recently spoke with a marketing director at a large corporation. She talked about headquarters. About limitations. About the feeling that local teams often have
Anatomy of a Brand | Case Study #1 By Tomasz Ziółkowski | Brand Strategy Consultant | 30 years in FMCG A few months ago, I was
A growth strategy they don’t teach in marketing textbooks Most FMCG brands follow the same playbook: product → advertising → distribution DZIK did the opposite.
Sometimes creativity — and the extra effort put into a marketing project — brings not only results, but also unexpected opportunities.In my case, it took
Imagine the CEO of a global chemical construction company tells you:“We need a new strategy for Brazil. Our business there isn’t growing, and profitability keeps
Launching a new brand is one of those moments when marketing and sales meet at a single point. It is a moment of excitement, but
In many FMCG markets across Europe, discounters have become or are heading to be the most powerful retail channel. Their rapid expansion is reshaping pricing,
