Episodi

  • Why_Hitting_KPIs_Destroys_Customer_Experience

    Why_Hitting_KPIs_Destroys_Customer_Experience
    Oct 16 2026
    Why_Hitting_KPIs_Destroys_Customer_Experience by Denyse Drummond-Dunn
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    21 min
  • The True Cost of Shrinkflation

    The True Cost of Shrinkflation
    Oct 3 2026
    Many consumer packaged goods companies attempt to increase profits through shrinkflation, reducing product sizes while simultaneously raising prices and marketing the changes as innovative relaunches. Although these deceptive practices can temporarily boost short-term sales, they ultimately erode consumer trust and brand loyalty as modern shoppers grow increasingly value-conscious and watchful. Furthermore, new regulations in countries like France and Austria now require retailers to explicitly flag shrunken products on store shelves, exposing companies that rely on hidden price increases. To avoid public backlash and reputational damage, businesses must prioritize customer centricity by evaluating product renovations from the consumer's perspective and ensuring that any cost-saving measures are paired with genuine value. Companies can achieve this by implementing structured assessment tools, such as the QC2 lenses, which examine how corporate processes, brand promises, and internal strategies align with actual consumer perception.
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    21 min
  • Beyond Alignment- The Cost of Corporate Compromise

    Beyond Alignment- The Cost of Corporate Compromise
    Sep 7 2026
    This introduces a Marketing Deep Dives discussion of a blog post on C3Centricity by Denyse Drummond-Dunn, a CPG expert who argues that "alignment" is often a deceptive term in corporate environments. Rather than signalling true commitment, the article explains that alignment frequently masks unresolved trade-offs and functional silos, leading to diluted ideas that fail in the marketplace. To address this, the author promotes the QC2™ framework, which ensures a genuine connection between the company, consumer, brand, and internal processes. By prioritising cleaner commitment over polite collaboration, CPG leaders can avoid "alignment theatre" and empower mid-level managers to make high-quality decisions. In conclusion the discussion encourages executives to seek a Business Makeover to transform vague internal agreements into impactful, customer-centric results.
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    22 min
  • Busy Isn’t a Career Strategy

    Busy Isn’t a Career Strategy
    Aug 21 2026
    Today, AI is automating routine coordination, so professionals can no longer rely on busyness as a substitute for value. This discussion examines the traditional career strategy of proving worth through constant activity and conclude that reliability is failing, as modern leadership now demands measurable impact over mere effort. By examining organisational failures and the "meeting culture" trap, Denyse's article illustrates how true success comes from exercising judgment and sharpening decisions rather than simply managing a packed schedule. In conclusion, the discussion of her blog post serves as a call to action for managers to shift from invisible exhaustion to visible influence, ensuring their contributions are defined by the meaningful change they create within their organisations.
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    21 min
  • Data_rich_and_reality_poor

    Data_rich_and_reality_poor
    Aug 5 2026
    The C3Centricity blog post on which this discussion is based, examines the growing disconnect between Consumer Packaged Goods (CPG) companies and their customers due to an over-reliance on artificial intelligence and big data. While AI provides speed and efficiency, it often presents deceptively confident summaries that mask the complex, contradictory reasons why people actually make purchases. Recent data reveals a consistent decline in customer experience quality, suggesting that organisations are becoming "data-rich but reality-poor" by prioritising automation over human insight. To bridge this gap, Denyse advocates for deep customer understanding and frameworks like C3Centricity's CATSIGHT™ and QC2™ to ensure business decisions are rooted in authentic consumer behaviour. In conclusion the discussion ends bysuggesting that human judgment remains essential to interpret data correctly and prevent expensive, AI-accelerated strategic errors.
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    23 min
  • Why price is no longer enough

    Why price is no longer enough
    Jul 26 2026
    The discussion explores how value-seeking consumer behaviour is fundamentally shifting the consumer packaged goods (CPG) industry by moving beyond simple price comparisons. Modern shoppers across all income levels now utilise a "permission-to-buy" test, weighing factors like brand trust, health benefits, and waste reduction before justifying a purchase. Research from McKinsey, Deloitte, and NIQ indicates that traditional promotional tactics are no longer sufficient, as consumers increasingly prioritise emotional and functional relevance over the lowest cost. Brands must move away from viewing value as a pricing problem and instead focus on earning the right to be chosen through transparency and consistent performance. The discussion concludes by agreeing that growth in this landscape belongs to companies that can prove their products are worth the investment across a fragmented and cautious decision-making process. Managers are encouraged to align internal strategies to address consumer hesitation and provide the necessary justification for every item added to the basket.
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    24 min
  • Protecting Consumers’ CPG Brand Trust

    Protecting Consumers’ CPG Brand Trust
    Jul 8 2026
    The discussion focuses on how **Consumer Packaged Goods (CPG)** companies can maintain momentum by protecting **brand trust** during periods of supply chain volatility. As global disruptions like tariffs and trade protectionism continue into 2026, the sources argue that supply chain issues are no longer just "back-office" problems; they have become visible brand trust issues that directly impact consumer loyalty. Key themes from the discussion include: * **The Emotional Weight of Availability:** For 95% of consumers, trusting a brand is essential, and consistency is a primary driver of that trust. When a product is missing from the shelf, it creates a "moment of forced reconsideration," where shoppers may switch to a competitor or a retailer brand. * **The Role of Mid-Level Managers:** While they may not control factories or logistics, managers in marketing, sales, and insights own the "brand promise". They are responsible for translating internal operational complexity into clear, honest communication for consumers and retailers. * **The Danger of Silence:** Communicating late or remaining silent during disruptions can be interpreted by consumers and retailers as a lack of organization or empathy. Proactive, factual messaging—such as explaining temporary constraints and offering alternatives—is vital to maintaining respect. * **The CATSIGHT™ Framework:** The sources introduce this process as a tool for managers to prioritize products with the highest emotional connection, understand the "human truth" behind consumer behavior, and build cross-functional alignment before a crisis occurs. * **Career and Business Momentum:** Successfully navigating these challenges is presented as a way for managers to prove their value beyond their specific function. Brands that win the next phase of growth will be those that prioritize **transparency and reliability** over silence. The discussion concludes that in an era of constant volatility, **availability is now an integral part of the brand promise**.
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    11 min
  • The Ingredient Trust Test Rebuilding Consumer Confidence in CPG

    The Ingredient Trust Test Rebuilding Consumer Confidence in CPG
    Jun 21 2026
    Modern "consumer packaged goods" (CPG) brands face a significant crisis as public anxiety over ingredient safety—including concerns about PFAS and microplastics—transforms into active avoidance of products. Research indicates that a majority of shoppers now independently investigate labels and utilise digital tools to verify brand claims, rather than relying on traditional brand loyalty. While regulatory pressures in the US and Europe are intensifying, legal compliance alone is insufficient to maintain market share. Instead, companies must move beyond technical fixes by building proactive transparency infrastructure that addresses the emotional need for consumer control. Success for managers depends on bridging the gap between internal departments to provide clear, human-centered answers before external critics define the narrative. Ultimately, the text argues that rebuilding trust requires a strategic shift from reactive crisis management to long-term, accessible disclosure.
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    22 min