The Fundamental Rule of Shopper Marketing? Know the Shopper.

The tremendous growth in store brands, at the expense of heavily-advertised national brands, has been fueled by a number of factors, including the greater range and quality of store brands, consumer demand for a better price-value relationship, and more sophisticated shopper marketing tactics on the part of retailers.

This insightful white paper delves into the challenges that established national retail brands face and looks at how a more nuanced, richer understanding of a product's perception in the marketplace - in terms of perceived benefits and consumer needs – can help drive revenue and market share.

By creating a market map with "concentric spheres of consumer interaction" (seen above), a savvy brand manager can better understand how the market is organized, what the real competition is, and how to identify and prioritize the most viable innovation opportunities.

That's the big idea, anyway, and here at birdsong gregory, we're excited to read about it.