This is a tumultuous time period for consumer brands. Large retailers like Walmart and Target are continually squeezing brands’ prices. R&D and manufacturing cycles are getting shorter and shorter, speeding competing products to the market. Supermarkets are pushing private label products over branded ones. Online shoppers can find out just about everything about brands, including the lowest price retailers in the world.

And now Black Friday and the remainder of the Christmas shopping season is getting so competitive that retailers are squeezing out virtually all of their profits to attract customers, who are spending less and less on better and better bargains. Actually, though, retailers are primarily squeezing their suppliers – the packaged goods and other consumer goods companies.

More than ever, manufacturers need to establish their brand positions in the eyes of consumers, and they need to deliver that message in all of the ways that consumers are receptive. People must want and seek out their brands; otherwise, they will get squeezed beyond sustainability. Every marketer today needs to continually ask if they’ve given their brand a reason not to be removed or discounted from retailers’ shelves.

Domus is a full-service marketing communications agency based in Philadelphia. Please visit our web site at http://www.domusinc.com for more.

Tomorrow is Thanksgiving, which means one thing to marketers – the big sales march to Christmas will be fully under way. From now through the end of the year, all of our focus will be on maximizing our market share and pushing product. We need to take advantage of any opportunity this holiday season affords us, especially in this down economy.

Actually, tomorrow is Thanksgiving, which for us at Domus means that we are getting excited about being with our families and being thankful for what we have. So, without further ado, we wish everyone the same Happy Thanksgiving that we will be enjoying.

Sincerely,

All of us here at Domus.