Insights For Execs

Demystiying Marketing at Scale

Tag: cpg

  • Why Disruptor Brands Keep Winning

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    Kamini Natarajan
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    The real CPG growth gap heading into 2026 Disruptor brands are no longer a side story in CPG.They are the growth story. Across categories wellness, nutrition, beauty, personal care a disproportionate share of incremental growth continues to come from smaller, digitally fluent brands. This is happening even as overall category growth slows and consumers become…

  • The Kind of Speed That Scales

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    Kamini Natarajan
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    Why growth rewards aligned velocity Speed is still the advantage. Early growth works because teams move quickly. Decisions happen close to the work. Learning happens fast. Momentum builds because action and feedback are tightly connected. Velocity creates progress. Scale doesn’t change the value of speed.It changes what makes speed effective. Why Speed Works in the…

  • The Discipline of Scale

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    Kamini Natarajan
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    Scaling Isn’t About Doing More. It’s About Doing Fewer Things Well. For most consumer brands, growth doesn’t stall because teams aren’t working hard enough. It stalls because effort becomes fragmented. As brands scale, complexity increases naturally—more channels, more data, more stakeholders, more pressure. The instinctive response is often to add more: more campaigns, more tools,…

  • CTV and Retail Media Networks

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    Kamini Natarajan
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    How CTV and Retail Media Networks Are Changing the Game for CPG and Nutraceutical BrandsAre you leveraging Connected TV (CTV) and Retail Media Networks (RMNs) to drive retail sales? If not, you could be missing out on one of the biggest shifts in modern advertising. Traditionally, TV advertising was all about broad awareness—high cost, low…

  • Sustainable Packaging for CPG

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    Kamini Natarajan
    in

    The Imperative of Sustainable Packaging in the CPG Industry: Trends and Opportunities in 2024 In today’s environmentally conscious landscape, consumers are increasingly demanding sustainable practices from the brands they purchase. This shift in consumer behavior presents both a challenge and an opportunity for the CPG industry. Implementing sustainable packaging solutions not only reduces environmental impact…