From Insight Strategy to Media Targeting: Why the Translation Layer Matters

Most CPG brands don’t stall because competitors outspend them — they stall because they misread what’s actually happening in the category. At the $5–$30M stage, the problem isn’t lack of data, it’s knowing which signals matter and which ones are just noise.

This piece breaks down how category and competitive intelligence should inform real growth decisions — from positioning and pricing to channel focus and sequencing — so teams stop reacting and start making clearer, more disciplined bets.