Why do some FMCG brand strategies fail, even when they’re right?
You’ve seen it before, right?
Brands investing for share growth or new brands endeavouring to create an exciting market, engage new consumers and explode a category.
The strategy is built. It feels right. It’s ready to execute.
Meticulous brand planning created the proposition, packaging, market positioning, pricing strategies, sales collateral. Its all been checked and checked again. Targets set, field teams briefed and the launch underway. But then it feels like walking through treacle. Limited feedback. Slow distribution. Poor rate of sale. Pressure builds.
Running strategy and execution like a flywheel, not a handoff is the key to ambitious brands breaking orbit, escaping slow strategy and execution sludge.
We see great brand strategy fail due to poor field team briefings, a lack of consideration of retailer needs or competitor responses because they’re not just going to give up category share.
The real blockers aren’t just market dynamics. They’re internal inertia, misaligned teams, slow feedback loops.
Plan activity carefully and consider potential roadblocks. Build a ‘what if’ plan ready to deploy. Then create fast feedback loops that turn market noise into clear signals, powering faster, smarter field moves. This is how it should work:
What a field team sees today, the leadership team acts on tomorrow
What the data shows this week, the sales team adapts to the next
Our Storelink360 program builds robust go to market plans, ‘what if’ activity and gains team alignment. StorelinkIQ provides the real time insights allowing faster moves for our partners to augment distribution drives or pricing strategies to meet and beat the market.
Every insight powers action. Every action creates more insight.
Once you have fast feedback loops in place then decoding the insights and creating your next move will build your advantage. Not just once—but every cycle.
