While they might be loyal users of the brand, chances are that it isnt something they are so passionate about that they want to show it off all the time. Entertainment will always be an easier sell on this because it is easier to market those brands.

CPG brands are challenged to drive more towards Brand Utility, finding a way to improve the lives of their consumers.

Thanks for the reply. My impression is CPG is more focused on a new trial from a non-user than creating a deeper relationship with an existing customer.

And, I get it for some of the commodity products, but feel there's opportunity left on the table when you look at brands that support an emotional connection to something else — Pampers to parenthood, IAMS to pet care. It would be limited to the brands that have the cache to be invited into the life of the consumer because they represent something bigger.

As a start up that offers a digital product that I’d think brand marketers would love – persistent presence with your online customer, an immersive branded experience and the ability to leverage existing web development. (We make custom browser themes that put brands into the browser – screenshots can be seen at http://www.brandthunder.com/gallery) This is still a very tough sell with traditional brands.

Sports teams and music labels get it – and maybe they’re just used to engaging their fan base more. But, I’d think CPG would like the controlled environment that allows a deeper connection with their consumer.

What am I missing?

David