4 Rules for CPG Brands Going Digital. Lessons from AB InBev, Nike, and Zé Delivery. (Tech Strategy – Podcast 149)


This week’s podcast is about how consumer packaged goods (CPG) companies can go digital. It’s my 4 basic rules to get going.

You can listen to this podcast here, which has the slides and graphics mentioned. Also available at iTunes and Google Podcasts.

Here is the link to the China Tech Tour.

My 4 Rules for CPG Brands Going Digital

  1. Focus on DOB3. You need to digitize the core. This is easier in CPG as it’s mostly about marketing. The hard part is creating the connection with the consumer. AB InBev did this by creating its own app and delivery service. You can use services like Shopify and JD Logistics.
  2. Do DOB4 as early you can. You want to connect with other parties, such as complements and retailers. This is mostly about sharing data early on. Collaborations in product development, operations and R&D may come later.
  3. Commit to Ecosystem / Platform Participation as your SMILE marathon long-term. You have to become a master at engaging with the major ecommerce, social media and video platforms. Even Nike can’t do it all direct. This is usually about developing talent early on.
  4. Build moats and competitive advantages as you can. These will mostly be by consumer capture.


Related articles:

From the Concept Library, concepts for this article are:

  • DOB3: Digital Core for Management and Operations
  • DOB4: Connectedness, Interoperability and Collaboration-Based Business Models.
  • SMILE Marathon: Ecosystem / Platform Orchestration or Participation

From the Company Library, companies for this article are:

  • AB InBev / Ze Delivery
  • Nike
  • CPG


I write, speak and consult about how to win (and not lose) in digital strategy and transformation.

I am the founder of TechMoat Consulting, a boutique consulting firm that helps retailers, brands, and technology companies exploit digital change to grow faster, innovate better and build digital moats. Get in touch here.

My book series Moats and Marathons is one-of-a-kind framework for building and measuring competitive advantages in digital businesses.

Note: This content (articles, podcasts, website info) is not investment advice. The information and opinions from me and any guests may be incorrect. The numbers and information may be wrong. The views expressed may no longer be relevant or accurate. Investing is risky. Do your own research.


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