Brands Aren’t Dead - Snacking - SBM
Brands are dead.
I lied. Sorry. Brands aren’t dead. But, they are having a tough time right?
Rise of own label, struggling growth in the top 4, lack of vision in your retailer teams, inflationary cost pressure on the consumer purse; yawn…. reasons not to buy or list your brand…
Promoting the beans out of it without reference to the strategy or plan, inertia in a rapidly changing FMCG marketplace, emotional attachment to past success by senior management; lack of investment in insights and strategy; all internal factors contributing to the decline of your brand.
Seems at its worst in mainstream grocery categories? Why is it that all the buzz is about those funky products in the food-to-go aisle? Is the food-on-the-go the only category lever for brand growth? Surely not?
Bucking the trend there are big brands spending heavily on talking directly to the consumer – Coke and Carlsberg turning it around – lovely to see.
And then there’s the hotbed of tactical, innovation driven dynamism that is the SME pack. Outworking the big-league PLCs on RoI, these welter-weight heroes punch above their weight and catch green-eyed stares from the execs of FTSE 250 hay-makers. Think Tyrells – bang – sold to KP Snacks. Think Pipers Crisps – bang – sold to Pepsico.
If you’re still reading, chances are you’re bored of big-box FMCG. Decision by committee, 2-year launch programmes, yearly activation cycles that always look well… the same, have left you feeling restless. Nice salary, nice team, nice job, but you’re still battling inertia in the exec. It’s not awful, but sometimes nice isn’t nice enough.
Your relationship with your career is a bit like your relationship with your better half. Nicey-sameness, interest & excitement aren’t always found on the same dates…
Achievements belong to those that put themselves in the gym, working hard to hone what they’ve got already.
If you’re looking to work your marketing career out – we’ve got the gym for you.
Our client Symington’s are looking for a Senior Brand Manager, heading up their Naked Noodle & Mugshot brands. You’ll be setting the strategy, driving the insights, owning the ATL & BTL budgets, nailing the activation plan and orchestrating shopper marketing coups.
Symington’s are investing heavily in their marketing team, and their brands. There’s a fresh new chapter in their story emerging and you could be a part of it – watch this space.
Taste, innovation, healthy lives, pride, guilt-free – some of the values that describe the proposition that the Symington’s brands offer to their consumers.
Working with a strong marketing team that incorporates brand planning, shopper, insights, digital activation and category, you’ll be part of a nimble crew of passionate creators who are claiming growth for the business and their careers.
If you want impact, control, dynamism, vicissitude, ideation & refreshing in your role, this could be the move for you.
Clearly, this job ad is the first step in you turning this over in your mind – we know you’ll have questions… everyone does!
What about that time Dave said that fella (he used to work there and all apparently) said that everyone on the exec wears beige suits?… Is the office 5-a-side team really that good? Will I get free Mugshots & Naked Noodles every day for lunch?
Whatever you’re thinking about this opportunity, I’ll bet you a Latte at Thorpe Park Hotel that we’ve got a couple of insights on this one that will interest you!
So, apply here and give us a call, we’d love to meet and give you the scoop.
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