Are consumers really falling out of love with big brands? The answer is more complicated than you might think. ESM spoke to John Zealley and Oliver Wright of Accenture.
The emergence of social media, disruptive technologies and a Snapchat-hungry youth market has led many in the consumer goods sector to question the role of big brands in today’s marketplace.
There is a school of thought out there that suggests that the long-standing titans of the industry are fast being usurped by new upstarts – look at how Dollar Shave Club upset the male grooming industry, for example – but according to global management consultancy Accenture, rumours of the ‘death’ of big brands have been grossly exaggerated, with consumer goods firms battling hard to maintain relevance in the eyes of consumers.
