Understanding how to effectively grow and launch brands is an important part of succeeding in a competitive food and beverage landscape. Our very own Shira Horn, EVP of Corporate Strategy & Innovation here at AMC Global, takes on this topic in a recent episode of the ContenderCast podcast, hosted by Justin Honaman.
The Power of Consumer-Driven Growth
Shira shares on the podcast that AMC believes consumers should be the driving force behind brand growth and innovation. While this may seem like a given, Shira points out that it’s not always the case in practice. Many brands struggle to place the consumer at the center of their strategies, often leading to missed opportunities and failed product launches.
The Importance of Research and Market Insights
The role that market research and consumer insights plays in the successful launch of brands is a main theme of this episode of ContenderCast. Shira emphasizes that understanding consumer behavior and preferences is not just a one-time effort but an ongoing process that should guide every stage of brand development. AMC Global applies custom research approaches for brands that result in insights that inform strategies, ensuring brands can not only launch or innovate successfully but that they are able to create customer loyalty and retention.
In the podcast, Shira relates some real-world examples of how leveraging insights from consumer research can lead to innovations that align with market demands and consumer expectations. Whether it’s through new product development or refining existing offerings, the data-driven approach used by AMC Global and our clients ensures deep understanding of the consumer.
The Challenges of Brand Innovation
The journey to successful brand innovation is not without its challenges! Shira and Justin discuss the pitfalls that many companies encounter, particularly when there is a disconnect between different teams working on the same project. When marketing, product development, and sales teams operate in silos, the result can be a disjointed strategy that fails to meet consumer needs. Shira underscores the importance of cross-functional collaboration, where all stakeholders are aligned and working towards a common goal.
This episode of ContenderCast offers lots of information for anyone involved in brand development, marketing or consumer research—highlighting the importance of keeping consumers at the heart of innovation and how to prioritize consumer insights, foster collaboration—and always be prepared to adapt!
To delve deeper into the discussion, listen to the full episode of ContenderCast featuring Shira Horn, available on Apple Podcasts here.