Big Brands, Barriers, and Bottlenecks: Lessons from the Drinks Industry
Capital Cyclists
Navigating the CPG Landscape
This chapter examines the challenges legacy consumer packaged goods companies face in adapting to contemporary market conditions. It contrasts successful brands with those that have stagnated, emphasizing the need for ongoing investment in marketing and distribution networks. The discussion highlights the importance of brand value as an intangible asset, particularly in the competitive drinks industry, where both larger companies and smaller brands navigate unique distribution dynamics.
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