What's Happening?
Laura Knebusch, Senior Vice President of CPG marketing and CX at Georgia-Pacific, discusses the strategies employed by the company to maintain cultural relevance in today's dynamic marketing environment.
In a recent podcast, Knebusch elaborated on how legacy brands like Brawny, Angel Soft, and Dixie evolve without alienating their loyal consumer base. She emphasized the importance of adaptability and agility in brand management, highlighting the need to refresh iconic brand characters while preserving their core equity. Knebusch also discussed the significance of aligning marketing investments with business outcomes and capitalizing on cultural moments without losing authenticity. Her approach involves a blend of internal capabilities and external partnerships to drive brand relevance and business value.
Why It's Important?
The strategies outlined by Laura Knebusch are crucial for legacy brands aiming to stay relevant in a rapidly changing market. By focusing on core brand values and consumer insights, Georgia-Pacific ensures that its marketing efforts resonate with both existing and new customers. This approach not only helps in maintaining brand loyalty but also in attracting a broader audience. The emphasis on data-driven decision-making and strategic partnerships allows the company to innovate while preserving its heritage. This balance is essential for long-term growth and competitiveness in the consumer goods industry, where consumer preferences and market dynamics are constantly evolving.
