The Poppi Myth: Systems, Not Spikes
The Poppi Myth: Why Systems, Not Spikes, Built a $2B Functional Soda Brand Poppi is often presented as a textbook example of how modern consumer brands grow. The story is usually told in a sequence of standout moments: a founder discovers a functional health benefit, a television appearance brings in a well-known investor, social media […]
The Newness Machine: SKU Proliferation
The Newness Machine: Why SKU Proliferation is Killing Long-Term Brand Equity Most brand teams aren’t building brands anymore. They’re feeding a pipeline. Across food and beverage, especially in large multinational portfolios, the pattern is consistent. Every year brings a wave of collaborations, limited editions, and cross-brand extensions. New flavours, new formats, new co-branded SKUs. Most […]