The Competitive Audit: Gauge Your Brand’s Performance

Most of our client engagements kick off with our Competitive Audit. It identifies not just other brands adjacent to yours but everything that competes for the consumer’s attention and dollars. The Competitive Audit is a primary tool in our kit because it’s so useful for gauging a brand’s performance. And it unlocks the path to […]

6 Steps Toward a Competition-Proof Brand

Brand leaders often look to other brands in their space for validation and inspiration. I get it: There’s security in following other brands’ moves because they’re already proven. But … what if you could ignore what everyone else is doing, in full confidence that what YOU are doing is right? What if your brand wasn’t […]

Wondering What It’s Like to Work with Us?

Fit and results are the biggest factors when you’re looking for a marketing partner. You may be asking yourself, “What is it like to work with Retail Voodoo?” This white paper shares the reasons why brand and marketing leaders come to us for guidance. It gives you a sense of how we might work together […]

Good Creative Lasts a Moment. Great Strategy Lasts for Years.

You’re in a hurry. There’s a deadline, perhaps a category review with your primary retail partner. Or maybe a new CMO wants to put their stamp on the product. So you want a new package design for your food and beverage product, and you want it now. A new package or identity is exhilarating. It […]

Understand the Stacking Effect of Brand Values, Brand Equity, and Brand Value

Marketers and brand managers face tons of pressure to be “boardroom-ready” — to look smart and think on their feet in front of the C-suite. That’s created a sort of buzzword stew, where business terms get used interchangeably. I’m thinking of terms like value and equity. People think they know what the lingo means, but […]

Is Your Brand Ready for the Coming Retail Reset?

I was recently speaking with a distributor in the food and beverage category who told me something that stuck in my brain: the biggest challenge CPG brands are not thinking about is that, once the supply chain is back at 100%, the retail environment will shift again and many marketers will be disappointed. Our conversation […]

Your Brand’s Growth Opportunity Is Not Where You Think It Is

Whitespace gets its own square on the Business Buzzword Bingo card. Brand managers and C-suiters use it to describe an almost mythical place where their companies have room to maneuver at will, where their competitors can’t get a toehold. I can assure you that whitespace is not a myth. You’re just looking for it in […]

Your Brand’s Success Depends on a Great Team Culture

It’s not uncommon for CPG or FMCG brand leaders to come to us for help with an external problem such as sluggish sales, aggressive competition or disinterested retailers. However, we often find that the problem behind the problem turns out to be an internal one. Employees are disengaged from the work and disconnected from the […]

Your Company’s Acquired a Brand. Now what?

Your organization’s portfolio of brands has just grown. And the new brand is about to land in your lap. Depending on your role, you might feel exhilaration … or panic. If you’re with an equity company and about to become the manager of this new brand, you’re thinking: How fast can I move to scale […]

5 Consumer Research Tools & What They Tell You

As we dive into a new year, we’re advising the brands we work with to make bold yet highly calculated moves for growth. Revisit your retail strategy. Upgrade your product formulations. And reach for new audiences. Finding new consumers — without losing meaningful numbers of your longtime fans — may seem like the biggest hurdle […]

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