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CPG Brands are feeling the squeeze between the rise of digital marketing channels on one side, and the dominance of retail channels on the other. To succeed, brands must shift their focus from traditional awareness and trial, to retention and growth.
The Consumer Brand “Squeeze”
Not so long ago, Brand Managers had merely to produce a good TV ad that would be viewed widely on the nightly national news; connect with consumers through one or two main retailers in each market....
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