A Hartman Group white paper titled “Brains vs. Brawn: The Magic of Marketing to a Cultural Movement” illustrates for marketers how the mishandling of cultural movements into literal, rationalized categories and marketing silos often leads to a lack of relevance for brands seeking to be seen as innovative.
Brazil is a sizzling-hot topic these days, especially where consumer packaged goods (CPG) are concerned. CPG companies are eyeing Brazil as a key portal for future growth opportunities. But to tap into market opportunities, what will it take to launch successful food and beverage products there?
