Consumer Packaged Goods

The consumer packaged goods industry used to operate on the principle of “If you build it, they will come.” A strong brand could be built through buying mass-media advertising, and it would consistently draw customers willing to pay a premium for associated products. The increasing fragmentation of media has drastically weakened that model, and now we see the power of pricing firmly in the hands of consumers and a select few, extremely large retailers.

Ferrazzi Greenlight helps clients create more targeted, even personal relationships with consumers that will be sustainable for years and market cycles to come. With a blended approach of consulting and professional development, we deal with both the mindsets (internally and externally) that influence an organization and help clients build the skills sets needed to compete effectively in this topsy-turvy business environment.