INSIGHT MICROBRANDS ARE MODELING NEW GROWTH STRATEGIES Large consumer goods and services (CG&S) brands can learn something from their small, but mighty competitors. Digital disruptors and microbrands are creating new opportunities to grow by getting closer to the customer. To do so, they focus on individual consumers, customizing products, and adapting to local opportunities. They are: • S uper-personal in how they interact – They understand the individual, not a segment, to tailor the portfolio, message, and activation for each and every moment. • Super-granular in how they deliver – They obsessively map the market to localize product and execution, outlet by outlet, aisle by aisle. • I ntelligent and integrated – They leverage data to make decisions and unify operations. In the process, they debunk category myths, create new ideas, and create premium customer experiences. As such, they are reinventing consumer relevance, identifying pockets of growth, and developing new brands, products, and services to fit all needs, occasions, and locations. INTELLIGENT REVENUE GROWTH FOR B2B EMBEDDING AI TO REINVENT RELEVANCE 5