The market is changing: first the internet and more recently inflation have changed the way marketing works and the objectives that marketers need to set. Where, in a lower interest-rate environment, volume growth was the central aim of marketing, the convulsions of the post-pandemic world have placed a new importance on being able to drive value sales; FMCG and mass-market company reports now regularly focus on the firm’s ability to support price increases.
“Lots of brands who are winning are doing so through driving value, not just volume and the problem is [that] some of the historical models of...