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Factories rust; brands do not


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The fast-moving consumer goods (FMCG) industry is going through a process of radical change. Brandleading rules of the past have to be fundamentally questioned, and in many cases discarded. Global FMCG brands are losing thought leadership to Google, Amazon, Facebook, Apple (GAFA) across the board. But this is just the beginning. The good old days are not coming back. The FMCG industry has to redefine its business focus. In the future, investors will often dictate the way forward. For too long, the FMCG industry has ignored artificial intelligence (AI) as a brand-leading necessity. AI will become a substantial driver of revenue growth. So, what are the essentials that FMCG brands can – and need to – learn from GAFA companies?
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Keywords: GAFA; artificial intelligence; consumer insight; data; global FMCG brands; investors; new thinking of FMCG brands

Document Type: Research Article

Publication date: December 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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