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David vs. Goliath: How small consumer companies are winning share and big companies are following their lead.

Since 2011, more than $18 billion in CPG industry sales have shifted from large to smaller companies. With the consumer focus on authenticity, transparency, and content, traditional marketing methods of big brand names, celebrity ad campaigns, and TV dollars are no longer successful in winning modern buyers. How are smaller companies winning market share and poised for continued growth? How are mobile marketing, social media, and direct-to-consumer models leveling the playing field? What strategies are bigger companies adapting to keep up and stay relevant?

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