Factories rust; brands do not

Abstract

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?