The Brand Innovators Marketing Innovation Summit at Bimbo Bakeries offered an insightful exploration of how leading brands navigate the delicate balance between short-term wins and long-term brand building. In a category as competitive as grocery, where consumer loyalty is fleeting and purchase decisions happen in seconds, the summit reinforced the critical importance of strategic branding.
1. Balancing Brand vs. Performance for Sustainable Growth
Nicole Kane, vice president of media and marketing transformation at Bimbo Bakeries, highlighted the guiding principle of Les Binet’s The Long and Short of It, emphasising the 60/40 split between brand-building and performance marketing. This strategic framework ensures that while short-term sales targets are met, the brand equity required for sustained success continues to grow.
2. Winning in Omnichannel with Content and Availability
Omar Haque, vice president and general manager of Omnichannel at Bimbo Bakeries, emphasised the importance of creating best-in-class content for digital platforms while ensuring product availability both online and in-store. Compelling in-store displays remain crucial, even as shopper behaviours evolve …