from Claire Nuttall, director of consumer brands, Dragon
Sir; You are right to point out (Opinion, February 25, p28) that all the positive hype around the Arctic Monkeys is deserved.
To be the fastest-selling debut album of all time is an accolade that deserves all the positive hype it has attracted. Indeed, to be uncompromising and unconventional should be a strategy that many brands out there should be aiming for in their quest for success, but unfortunately brands like that are few and far between.
Too often the Innocent case study is quoted as a brand that has really been remarkable in its achievements. Shouldn’t we be seriously questioning why we can only count brands like these on one hand? Why are many major fmcg companies now using acquisition as a lead strategy for the development of new brands in the portfolio?
One reason why: because smaller, more challenging and self-believing start-ups have chutzpah and commitment to the cause whereas many brilliant ideas are lost along the way in the big companies. The entrepreneurial spirit of small companies wanting to make it big means they will do whatever it takes to bring their dream to life and make it happen.
Too many major fmcg companies nurture evolution and rule out the innovation, which doesn’t go down the current line and requires cap-ex.
The next big idea will not happen if brands continue to accept mediocrity and fail to invest in their future.
This means investing time in being entrepreneurial, using fresh approaches and fresh ways of driving their own success.
It would be so refreshing to see more companies setting out with the goal of creating the next big idea and doing whatever it takes to get great insight and make it happen, launching it in a way which breaks all the norms, but is absolutely right for the brand.
The big message: live by ideas, not processes.
Sir; You are right to point out (Opinion, February 25, p28) that all the positive hype around the Arctic Monkeys is deserved.
To be the fastest-selling debut album of all time is an accolade that deserves all the positive hype it has attracted. Indeed, to be uncompromising and unconventional should be a strategy that many brands out there should be aiming for in their quest for success, but unfortunately brands like that are few and far between.
Too often the Innocent case study is quoted as a brand that has really been remarkable in its achievements. Shouldn’t we be seriously questioning why we can only count brands like these on one hand? Why are many major fmcg companies now using acquisition as a lead strategy for the development of new brands in the portfolio?
One reason why: because smaller, more challenging and self-believing start-ups have chutzpah and commitment to the cause whereas many brilliant ideas are lost along the way in the big companies. The entrepreneurial spirit of small companies wanting to make it big means they will do whatever it takes to bring their dream to life and make it happen.
Too many major fmcg companies nurture evolution and rule out the innovation, which doesn’t go down the current line and requires cap-ex.
The next big idea will not happen if brands continue to accept mediocrity and fail to invest in their future.
This means investing time in being entrepreneurial, using fresh approaches and fresh ways of driving their own success.
It would be so refreshing to see more companies setting out with the goal of creating the next big idea and doing whatever it takes to get great insight and make it happen, launching it in a way which breaks all the norms, but is absolutely right for the brand.
The big message: live by ideas, not processes.
No comments yet