Four critical foundations to accelerate brand growth

In February, Kraft Heinz announced a $US15.4 billion ($AUD21.7 billion) write down in value. A triple threat drove the financial decline – declining sales, reducing margins and rising costs. Kraft Heinz is not the first to face this fate, and it won’t be the last. I would go as far as to say that the FMCG industry is facing a crisis. There has been a steady shift away from growing brands to running efficient, low-cost supply chains. I believe this is based on a flawed assumption – that bra