Another brilliant article from BIC Faculty Will Parker on how some fast-growth brands must adopt more traditional CPG marketing strategies in order to maintain growth. As a member of the Adweek Academic Council, he poses the question: "How would you help transition DTC brands to market leaders?” 

BICsters will see Professor Parker in action at our November intensive “Marketing Innovations and Trends.” If you’re not lucky enough to be there, #ReadUP here >>  https://www.adweek.com/performance-marketing/mix-message-and-measure-to-start-thinking-like-a-big-brand/

About Will Parker: 

William Parker leads client strategy for Leavened, combining the art and science of data analytics and marketing to help clients address the complex challenges of marketing effectiveness, ROI, and channel effectiveness.  William has over a decade of experience as a business leader and architect of proven enterprise products, strategy, and programs that drive business results. Pioneering his own analytic-centric approach to branding, William has consulted for some of the biggest brands in the world. Procter & Gamble, the US Marine Corps, Ford, CVS, Home Depot, and LG have benefited from his brand strategies for growth, which have fundamentally shifted consumer attitudes and behaviors.