In this issue, we take a look at how a few big brands are making their mark leveraging less traditional—yet equally impactful—strategies and tactics, and how several new product offerings are addressing today’s consumers’ specific functional needs.

  • HOW BIG IS GOING ‘SMALL’ – growth at odds with positioning  
  • SIPPING THE WAY TO A BETTER YOU – the next generation of functional beverages  
  • TRACKING CONSUMERS IN THE WILD – online experiences in the offline world
  • PUTTING YOUR MONEY WHERE YOUR MISSION IS – corporations take on public issues

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