insights
IGNITE2X INSIGHT
Tapping into the unique value and relevance of your brand is where the magic begins. That’s why we evaluate every trend and make use of the right tools to embrace your target, to know what makes them tick. And that informs every strategic plan and creative execution that follows.
Is Your Company Self-Centric?
We live in a time where consumers share all kinds of feedback and opinions with brands, yet, according to a report from the “The Economist Intelligence Unit,” only six in ten senior business leaders view their companies as customer-centric, and only 56% report a clear...
Does Your Social Media Plan Consider the Consumer’s Voice?
The Good, the Bad and the Ugly There’s already a ton of content out there in the social sphere, so adding a few posts here and there won’t hurt anybody, right? Wrong. Each post should be carefully crafted to reach your consumers, but how can you tell the difference...
Packaging Design: The Unsung Hero of Brand Awareness
Is packaging design the Rodney Dangerfield of the marketing world? It doesn’t get nearly the respect accorded to advertising, social media, PR or other vehicles intended to make impressions on consumers. Yet, packaging could be the single most important branding tool...
The Future of Grocery Shopping Begins with the Letter “C”
While the CPG industry - and the media that covers it - has focused relentlessly on ecommerce as an existential threat to traditional grocery stores, it is the rise of convenience stores that should strike fear in the hearts of supermarket executives. Let’s not forget...
How to Stay Ahead of the Egame
We’re not going to debate whether or not Esports should be considered a sport. Tournament players train physically (no jokes about thumb squats), practice for hours a day, and can be given a random PED test during a competition. Sounds a lot like other professional...
Pets are People Too: How to Market Products for Furry Friends
Before you scoff at that idea, consider how the entire approach to marketing pet products has shifted to the human consumer product marketing model. Trends that have shaped CPG marketing over the past 10 years: Big companies entering the market, squeezing out mid-size...
Navigating the Changing Meat Category
It’s Dana’s turn to do the grocery shopping this week and Dana, a busy working mother of three, has many factors to consider. She wants steaks for date night with her husband, and burgers for a weekend barbecue, plus food for the week that will appease all three of...
The Perils of Wide Distribution:
No Shortcuts for New CPG Products
Remember Rosie Ruiz, the New York marathon contestant who was disqualified when race officials determined that she rode the subway for part of the route? She had previously won the Boston Marathon without even breaking a sweat, literally, because unbeknownst to those...
Top 5 Mistakes Made by Food Brands Entering the U.S. Market
We regularly attend specialty food shows to stay on top of trends, meet with colleagues and check out the new foods and beverages on display. We see (and sample) dozens of products and brands, including many from other countries. We enjoy meeting with these creative...
A Foodie’s Paradise: My First Fancy Food Show
When I joined the Ignite2X team, I learned that my job would include traveling to the Winter Fancy Food Show in San Francisco, California. Three days at the Winter Fancy Food Show tasting cheeses, cured meats, candy and sweets? Yes, please! Talk about excitement...