What it takes to stay relevant as a brand in an era of endless choice
Consumers have more choice than ever and less loyalty. Brands must earn their place every day.
Brands are under pressure as habits change. Relevance and differentiation are now essential.
Why brands matter less
Many shoppers now see little difference between brands and private label in everyday categories.
Product first, brand second
1. Private label is reaching a tipping point
Retailer brands now compete on quality as well as price.
2. The shelf has changed for good
Digital shelves, marketplaces and AI assistants change how products are found.
3. It is easier to find what you value
Reviews and comparison tools make switching easy.
The search for switchers
Winning over switchers
Target the shoppers most open to change with relevant offers and experiences.
Five moves to restore brand power
1. Get price right
Price architecture must reflect value as consumers perceive it.
2. Make operational excellence a priority
Availability and quality underpin brand trust.
3. Make innovation drive value, not just marketing
Meaningful product improvements matter more than claims.
4. Be visible to AI
Products must be well described for AI search and shopping assistants.
5. Keep momentum through strategic M&A
Acquire brands and capabilities that fit future demand.
Methodology
Our consumer research surveys shoppers in many markets on their attitudes and behaviors.
Summary
Brands that combine real value with visibility in new channels will stay relevant.
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