http://www.fastcompany.com/member_recent_content/170710 Member recent activity block for member profile page en http://www.fastcompany.com/comment/comment-node-ant-7092 <p>Broadly speaking, runways are forms of brand activation. They take on more importance for CPG marketers today because of the complexity within each category at retail. The complexity of choice, from the number of brands and SKUs, pushes shoppers further into autopilot mode when shopping for many CPG categories. Runways help CPG manufacturers to engineer trial or item selection they might not otherwise get because shoppers often buy on habit as they don't want to spend their time and attention making complex choices within each category. </p> <p>--<br /> Mike Twitty<br /> Director Shopper Insight</p> <p><a href="http://www.fastcompany.com/comment/comment-node-ant-7092">read more</a></p> Thu, 09 Jul 2009 09:09:04 -0400 Michael Twitty 1306625 at http://www.fastcompany.com