The key to brand success? Look after the core - with Amit Singh

“The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.” The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends.  In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former Marketing Director at McCormick and Company. Amit has been working in this space for years, having previously been at Mondelez, PepsiCo and Costa. He talks about how to protect the core while exploring the edges, understanding that the core is not static, and how reframing your core can unlock new growth opportunities. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. (02:04) Defining and Evolving the Core (06:17) The Importance of Consumer Insight (13:08) Reframing the Core for Growth (23:10) Innovation and Core Synergy (26:29) Concluding Thoughts and Reflections