How to Strengthen Brand Identity in New Market using Narrative Intelligence: A CPG Expansion Use Case

CPG (Consumer Packaged Goods) companies are increasingly looking for improved methods to identify and leverage positive brand messages using a more proactive model of brand communications. 

As of September 2023, 58% of U.S. adults surveyed considered a company's reputation a key factor in their decision to purchase a product or service. This is especially critical for CPG organizations tackling new markets and relying on a strong brand identity to stand out among top regional competitors. In this article we highlight one CPG organization that leveraged a proactive, intelligence based digital strategy to get ahead of the social narrative and communicate a brand message that resonated with their new regional audience and allowed them to stick out from the local competition.

Finding Allies, Preempting Pitfalls

Expanding into a new market is never easy, especially when it is dominated by an established competitor. For one leading CPG company, the challenge was twofold: they needed to identify the messages that would resonate most with local customers while crafting a brand identity tailored to the cultural nuances of the region. The decision to enter and the strategy that would win a sensitive Latin American market required a pre-emptive approach that leveraged deep insights into customer preferences, behaviors, and perceptions—something traditional market research alone could not provide. 

The company wanted to go beyond social media listening and understood the value that AI powered analysis had in translating target market and demand data into actionable brand narrative insights. By identifying emerging narratives and early detection around market trends with the Vinesight solution they were able to uncover a wealth of insights into the market’s dynamics. 

What they discovered was that both positive and negative sentiments around key issues related to the brand and its competitors provided valuable insight into penetrating the market, for example:

1. Positive Narrative Influence and Reach Identification: Most Impactful Influencer - One of the key opportunities uncovered was the identification of influential voices within the market. Vinesight’s AI mapped out the most impactful positive influencers, offering the marketing team clear strategies for partnerships that would yield the greatest return on investment. These partnerships became invaluable allies in driving brand awareness and credibility.
2. Early Detection: Potentially Damaging Narratives: Vinesight's platform helped preempt potential pitfalls by highlighting negative sentiment and problematic narratives before they gained traction. This proactive approach enabled the company to tailor its messaging and avoid cultural missteps that could have hindered its entry.

Using AI and Data Insights for Effective Market Entry

By leveraging AI and social media listening, the monitoring and analyzing data and trends on social media platforms to gain insights into public opinions, customer preferences, and brand perception, the company successfully executed a thoughtful and timely market entry. The insights provided by Vinesight allowed the marketing team to shift customer perceptions away from their competitor and generate excitement around their own products. The results were measurable, as the brand’s activities resonated strongly with the local market, laying a solid foundation for future growth.

For CPG brands, entering new markets and strengthening brand identity requires more than intuition; it demands data-driven strategies powered by advanced technologies. By leveraging narrative intelligence, companies can unlock deeper customer insights, forge meaningful connections, and position themselves for long-term success. As demonstrated by this food and beverage company’s journey, the right tools and strategies can make all the difference in achieving a successful market entry.

About Vinesight

Vinesight has developed entirely AI-driven software that monitors emerging social narratives, and identifies, analyzes, and responds to toxic disinformation attacks targeting public sector institutions, brands, and causes. We work with the entities that are at-risk for such attacks, including, the world's largest pharmaceutical companies, leading public sector organizations, and the world's most prominent financial firms. Vinesight empowers brands, campaigns, and organizations to protect their narratives and brand, while ensuring that authenticity prevails in the digital space.

Interested in learning how your brand can leverage  emerging narrative and early attack detection ?