CPG brands: Discerning your website audience

by Reena Kapoor

Recently I advised a consumer packaged goods (CPG) brand on their brand website strategy.  This is a non-trivial question because often what gets lost is not just the content but also the true audience for such a website.  How many times have you looked for the website of your favorite consumer good brand and arrived there only to find that while it has an abundance of information, you simply cannot find what you need? Often this is because the website is trying to say too many things to too many people.  A website offers a tempting podium to tell the whole world about your fabulous brand and it’s hard not to get distracted.