DEBATE: Is attempting to trademark a product’s shape, as Kit Kat tried to do, a good business strategy? Is attempting to trademark a product’s shape, as Kit Kat tried to do, a good business strategy? Elizabeth Finn, managing director of Cowan London, says YES. We live in an age where copycat products and brands are increasingly easy and cheap to produce. It is therefore vital that brands trademark as many aspects of their [...]
How FMCG giants can beat the challengers It is not a good time to be a fast-moving consumer goods (FMCG) giant. The old certainties of rising incomes, abundant retail space, and established marketing techniques are fast vanishing, and the pressure is on. According to the 2017 edition of the FMCG Global 50 from OC&C Strategy Consultants: “Revenue growth for the Global 50 [...]