by Andrew Morfopoulos | Feb 26, 2026 | Brand Strategy, Consumer Behavioral Trends, Consumer Packaged Goods (CPG), News
Growing a brand in today’s dynamic, all-channel environment demands agility, strategic discipline, and relentless effort. Every decision has downstream consequences, and every dollar spent must drive performance. Emerging and mid-sized brands often face critical...
by Andrew Morfopoulos | Dec 2, 2025 | Brand Strategy, Consumer Packaged Goods (CPG)
There’s a moment in a well-known movie where a political candidate surprisingly wins an election — then immediately turns to his campaign manager and asks, “What do we do now?” That’s often the same question we hear from brands after they land a major retail account…...
by Andrew Morfopoulos | Oct 9, 2025 | Brand Strategy, Consumer Packaged Goods (CPG), Shopper Marketing
From Shopper and Sales Alignment to Measurable Brand Equity In the iconic 2000 film “Meet the Parents,” a piercing question is ask: “Are you in the Circle of Trust?.” This perfectly captures the critical role trust plays in forging meaningful relationships....
by Andrew Morfopoulos | Sep 2, 2025 | Promotions
When you think of the US Open, sure, you think of incredible tennis. But as someone who has made an annual pilgrimage to this tennis mecca, how can I not also put on my marketing hat? It’s nearly impossible not to be swept up in the buzz over that famous pink drink,...
by Andrew Morfopoulos | Apr 29, 2025 | Brand Strategy, Consumer Behavioral Trends, Consumer Packaged Goods (CPG)
When the economy hits rough patches — like the 2008 recession or COVID-19 — consumer behavior changes dramatically. We’ve used these shifts to predict how people shop and helped brands develop nimble marketing approaches that focus on understanding what...
