5 Ways CPG Brands Can Shift Their Techniques to Remain Relevant

Tweaks to long-established practices can go a long way

Static brands need to change their approach to remain relevant in consumers' minds. Getty Images

It is no surprise: Google, Amazon, Apple and Netflix are among the most relevant brands today. They have achieved this by being customer-obsessed, guiding their actions through purpose and continuously innovating.

Jorge Aguilar is a partner in Prophet’s San Francisco office.
Kyle Gustafson is a strategic advisor and former director at Amazon.