Our thought leaders have the inside track on the latest business trends, marketing concepts and profitable growth strategies. In addition to helping clients identify and satisfy demand in all its forms, our thought leaders regularly share their insights on demand strategy in a variety of leading business publications.

Articles

Big Companies Should Collaborate with Startups

Campbell, the food company best known for its soups, is investing $125 million in a venture fund to help finance food startups, according to the Wall Street Journal. Other large consumer companies are doing the same. They share a motive: Growth is increasingly hard to come by, so large companies are increasingly looking to entrepreneurs to help them find it.

https://hbr.org/2016/02/big-companies-should-collaborate-with-startups

Pricing With Precision: The Unsung Hero Of Growth

Improved precision benefits business. Period. This is especially true when it comes to pricing strategy. Consider that a mere 1% price increase causes operating profits to climb more than 11%. Compare this to the impact of a 1% improvement in variable costs, fixed costs, or even sales, which net at most an 8% improvement in operating profits, but more typically more like 2 to 3%. 

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The Billion-Dollar Opportunity in Single-Serve Food

Imagine being able to buy one medallion of Kobe steak. Or perhaps two single servings of pasta, because you like angel hair and your significant other likes rigatoni?

As consumers, we want what we want, when we want it and how we want it — fueling the demand for personalization and customization. To our credit, we’re willing to pay a premium for it. This is no different than ordering one slice of pizza instead of an entire pie.

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The Secret of Empire’s Success: Fox’s Mid-Season Gamble Shows That Culturally-Relevant Programming Can Drive Mass Appeal

What was the single most watched television program by African Americans on all of television this past February? Here’s a hint: it’s part soap opera, part hip hop, and all about star power. And no, it’s not the Super Bowl; we’re talking about Fox’s hit show Empire.More African Americans tuned in forEmpire‘s eighth episode than the Super Bowl, and the audience only got bigger for episodes nine through twelve. Talk about scale.

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Eddie Yoon on Multicultural Super Consumers at MC Retail 360

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The Brave New World of Private Label, CMO.com

The world of private label is changing–quickly and likely permanently.

As we investigated private label growth, trends, and successes recently, we uncovered a startling truth. Although private label has historically been cyclical and strongly correlated with economic times, private label has held its ground since 2008. Never has it had such a period of unfettered strength. Clearly recent economic struggles have contributed to this success, but with a staying power of seven years and growing, it begs the question of whether a more fundamental shift is at play.

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The Internet Of Family And Friends Will Rule The Future

What does it mean to be connected to someone else? Much was made of a 2011 study that said the rise of social media was making us lonely and less well-connected despite our many online relationships.

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Eddie Yoon on Activating Big Data for Big Outcomes at Nielsen C360 (July 1, 2015)

In “Back to the Future Part II,” Marty McFly learned that Biff used a sports almanac to place winning bets throughout history. Betting on winners and never losing might sound as fictional as a time-traveling DeLorean, but at Nielsen’s 2015 Consumer 360 conference, Eddie Yoon, principal at the Cambridge Group, hosted a panel to discuss how big data can be the almanac that leads to big business outcomes.

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Eddie Yoon Comments in WSJ on Private Label (May 28,2015)

Following the playbook of countless retailers, Amazon.com Inc. is preparing to broadly expand its fledgling lineup of private-label brands to include an array of grocery items such as milk, cereal, and baby food as well as household cleaners, people familiar with the matter said.

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Multicultural Marketing: What You Don’t Know Can Hurt You

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Multi-Cultural Edge: Rising Super Consumers

Multicultural consumers are transforming the U.S. mainstream. Propelled by the twin engines of population growth and expanding buying power, they are at the leading edge of converging demographic and social trends that are reshaping how marketers and advertisers use culture to connect with increasingly diverse customers.

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Inc Magazine: How to Create a New Category

When GT Dave commercialized kombucha, he didn’t just bring a new product to consumers. He also invented a wholly new market segment. (Think Starbucks and premium coffee, or Sam Adams and microbrews.) Eddie Yoon, principal at the strategy consultancy Cambridge Group, considers category creation the most powerful and overlooked growth strategy any company can use.

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In Search of Super Consumers

When businesses and brands are successful in tapping into their consumer base’s passion, profits soon follow. Consumers who have sizeable emotional engagement and passion for a product or service are the most willing to pay a price for those products or services that meet their needs.

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HBR: The Mistake Companies Make When Marketing to Different Cultures

Smart consumer businesses are unanimous on the critical importance of “multicultural” growth opportunities. In the U.S., this is especially true now that Millennials — about 43% of whom are not white, according to Pew Research—make up a growing slice of most consumer markets.

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How the Two-Tiered Economy is Reshaping the US Marketplace

Five years ago, Quadrant Homes churned out starter houses in the Seattle area with an average sales price of $269,000 and the marketing slogan, “More House, Less Money.”

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Case Studies

How Companies Win

How Companies Win

Dave Calhoun, CEO, Nielsen, and Rick Kash, Chairman, The Cambridge Group, introduce a compelling, demand-based business model that companies like McDonald’s, Best Buy, Anheuser-Busch and Allstate are using to win despite today’s competitive business environment.