Is the age of the Goliath brand over? Author Ben Zifkin’s book The Rise of the Craft Brand, set’s out a compelling case for why smaller, craft-focused brands are set to become a force in the changing world of commerce.…
Headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’; some articles go as far as predicting the demise of big brands altogether. Big brands need to look beyond the hype and hysteria.…
By Brian McRoskey, John Blasberg and Charlotte Apps These small brands now capture more than their share of the growth—and no category is immune. Upstart insurgent brands have met changing consumer needs more quickly than major brands. As a result,…