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Key Elements of Long-Term Market Leadership

While market share leadership is a strategic imperative for many leading companies, surprisingly little is known about market leaders. To rectify this, researchers in this MSI working paper looked into four key issues: (1) the frequency of market leaders maintaining their leadership over periods ranging from 5 to 89 years; (2) whether leading brands that lose their leadership are able to regain it or if loss of leadership tends to be permanent; (3) whether market leadership persistence varies as a function of economic conditions (i.e., GDP growth rate, inflation, unemployment); and (4) whether market leadership persistence varies by category type.

Should Advertisers Prepare for a Recession?

It appears that many consumers think we are (or will be) in a recession and so, are reevaluating their spending habits. This suggests that advertisers should start thinking about their strategies going forward.

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Audience Trends for Products with Supply Constraints

IRI’s Michael Tscherwinski addressed the challenges marketers are facing due to supply-constraints and provided a best-practices playbook for unlocking opportunities. IRI’s 2022 outlook on product availability predicts continued challenges. Inflation, supply chain issues, as well as the war in the Ukraine, impact the operations of CPG companies. Category out-of-stock conditions are widespread, and many CPGs are pausing media. However, Procter & Gamble, one of the largest advertisers in the world, stated that it would continue to invest in marketing.

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Top Trends in Data and Analytics for 2022

Research and advisory company Gartner shared their insights on top trends in data and analytics technology and practices. These can help anticipate change and transform uncertainty into opportunity, driving new growth and increasing efficiency, resilience and innovation. Read more »

Brands Flex Their Pricing Power

Big brands and retailers are raising prices, partly due to pandemic-related costs — but also because the drumbeat of inflation and supply-chain news provides air cover. AdExchanger says that many companies are raising prices to expand profit, not to sustain it and revisits the “brand” concept.

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