Keeping Brands Compact

Ian Fermor
Billets Marketing Sciences

Within the media industry there has been much talk of media fragmentation. We believe that brand fragmentation is a far more important issue for marketers.

Market dynamics are forcing organisations to create more and more personalised products for an increasingly diverse customer base.

In fmcg (packaged goods) categories, we see this fragmentation in innovation and an escalating range of product choice. Pick any category and consider the range of genuinely different products (not necessarily brands) available now and compare with the range five years ago. The same trend is visible in most categories, from financial services to telecommunications.