Insights For Execs

Demystiying Marketing at Scale

Tag: growth

  • Why Disruptor Brands Keep Winning

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    by

    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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    by

    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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    by

    Kamini Natarajan
    in ,

    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,…