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DavidBernandinoDavid Bernardino is one of the Brand Innovators 40 Under 40 class 2013. But his resume reads more like a much older industry veteran. He leads innovation and licensing for Coppertone at Merck Consumer Care. Prior to joining Merck, he was at Reckitt Benckiser running the Delsym cough liquid brand, delivering double-digit growth in the highly-competitive cough-cold category. Before joining Reckitt, David spent 5+ years at P&G leading Oral-B’s expansion into emerging markets, such as India, Russia, and China. David also has prior marketing stints at Gillette and Unilever, working on brands like Braun electric razors, Wish-Bone salad dressing, and Hellmann’s mayonnaise. We asked him for three trends that will define the balance of 2013, and here’s what he identified:

Delighting the consumer: As marketers, our primary mission will continue to serve and delight the consumer. How we achieve this may be different given the rapid changes we’re seeing in media and in our ever-increasing multi-cultural world, but the principles are still the same. Brands that are able to delight her during her path to purchase and continue to delight her when she uses your brand will continue to grow loyalty, market share, and penetration.

Personalization: Consumers will continue to expect solutions that are tailor made “for me”. Whether its products that deliver benefits that are customized to my unique hair type, oral health, diet, lifestyle, etc. or shopping experiences that deliver me the right offering at the right price at the right time, those who can master this will win.

Amazon is a marketplace, not a retailer: As marketers, we need to understand how to win with Amazon while balancing the need to continue to grow with traditional retailers like Walmart. In most categories, even traditional CPG categories, it’s either a search vehicle or a retailer. Classically-trained marketers know how to win with traditional retailers – it’s in our DNA. But those who can quickly adapt this reality will be setup for long-term success as brand-builders.


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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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