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Jason Reiser

It’s a moment to reconsider and reinvent brand marketing

It’s a moment to reconsider and reinvent brand marketing

Funny how quickly things change. Remember when a prominent speaker at Cannes this past June declared, “The era of the brand is over!” and escalated the debate about how to invest marketing dollars? Flash-forward to December, though, and over a third of marketers told WARC they planned to significantly increase their brand marketing while lowering

Build Price Pack Architecture around ‘demand moments’

Build Price Pack Architecture around ‘demand moments’

Remember when Coca-Cola first came out with mini cans? Who doesn’t? A significant, strategic re-architecture of the packaging mix, it “reinvented” the business at a time when consumption had tanked. The Washington Post labeled them “Coca-Cola’s clever new trick,” but health-conscious consumers drank them up, willing to pay more per ounce, driving sales and profitability.

‘Going slow to go fast’ is the value of a solid GTM strategy

‘Going slow to go fast’ is the value of a solid GTM strategy

Have we taken agile too far? HBR (Harvard Business Review) first asked that question. I ask it again, knowing we all must be agile to thrive and survive in today’s omnicommerce marketplace. The concern? That agility too often equates to a short-term sprint in planning — especially when it comes to innovation launches. No time

Why factoring ESG into your brand planning is imperative

Why factoring ESG into your brand planning is imperative

I recently had the opportunity to speak at the Southern Region Minority Supplier Development Council — all about helping businesses set themselves up for growth in a changing retail landscape. My topic? The importance of Environmental, Social and Governance (ESG) performance. The audience? Small-to-midsize businesses and startups, keenly focused on the essentials that would make

Why accelerating your dollar store strategy makes sense

Why accelerating your dollar store strategy makes sense

A few years back, when I was with Dollar General in the chief merchant’s seat, Fortune saw us as “a crafty mix of 7-Eleven-like convenience and Walmart-like low prices.” Yeah, but that description doesn’t begin to do justice to the strong value-and-convenience proposition of the value channel — a proposition that’s put Dollar General and

Fashion a springboard for Innovation with ‘design thinking’

Fashion a springboard for Innovation with ‘design thinking’

“Innovate by starting with the customer and working backward.” That’s what Jeff Bezos says. Who wouldn’t agree? From new products to packaging to consumer experiences, you’ve got to walk in your customer’s shoes. Dig deep to understand what they really want and need. How they think. Why they act. Essentially, design thinking.  Given today’s super-charged,

A one-two punch is needed to prevail in today’s talent wars

First, there was the “great resignation;” then came “quiet quitting.” And now we’re seeing the “quiet hiring” and “fractional hiring” trends build momentum as companies continue to struggle to fill critical talent gaps, and scale up or down as needed to meet changing business needs in a dynamic marketplace.  The good news is that the

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