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Merchandise generally falls into two main categories – durable and consumable. The difference between the two is that durable goods (DG) are long-term purchases that are only replaced when they become damaged, such as furniture, appliances, or a car. Durable goods are not consumed or destroyed through use. By contrast, consumer packaged goods (CPG) are meant to have a limited life span. These are products that are used up and replaced on a consistent frequent basis. Cleaning products, food, and beverages all fall into the CPG category. 

The competition for consumer packaged goods is extremely fierce, with a failure rate of approximately 80%. If you are trying to throw your hat into the ring of brand recognition, you have to know how to operate in a world dominated by social media. The public’s interest in a product can pivot on a single, misguided tweet. The act of being canceled in today’s culture is a death sentence for most brands. Likewise, a grassroots campaign can gain instant recognition with the right message. Going viral is both a curse and a blessing in a world where people are refreshing screens nonstop, searching for the next thing to either love or hate. 

Connecting with as many people as possible is the key to a successful marketing campaign. The goal is to eventually become a household name, so it’s important to have potential customers see and hear your brand often. It’s also good to create imagery of something pleasant. Just like with the old print ads and TV advertisements, companies are still selling an idea more than a product. Everyone has something they want to emulate, whether it’s beauty, happiness, or virtue. The younger customer base of today wants to know the core values of any brand they support. It pays to associate yourself with positive causes and then share regular updates about your progress. This will keep your brand fresh in peoples’ minds and also associate you with a common good. 

When promoting your brand, it’s also important to elicit an emotional response. People connect to a brand more deeply when they are driven to feel a strong emotion by watching an advertisement or a tweet. The duration of the exposure isn’t as important as the message sent out to people.