Mark Young and Robb Taylor explain the strategy of offering premium-priced products to consumers compared to presenting yourself as a low-price leader. They explore the differences for your company, your product and the retailers where you want to earn shelf space.

Mark Young and Robb Taylor of Jekyll & Hyde Advertising expand on the difference between brand building and increasing sales for CPG companies. They explain what brand awareness, unaided brand awareness and top-of-mind awareness mean, in terms of measuring success – and what can make these figures nearly irrelevant.

They offer insight on what a brand really needs to do in order to shape how consumers experience the brand.