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Published business cases

The problem, the tension and the next move.

These cases show how I read a category: what is changing, what it means and what a brand could test next.

Case library

Published cases

Public-data analysis Spain

Alcohol loses centrality, but it does not disappear.

A strategic reading of changing alcohol behavior in Spain, with age splits, opportunity ranking and commercial territories.

Read alcohol case
Strategic growth case FMCG

Distribution is not scale. It is a scale test.

A case on the brand relevance drivers that decide when distribution compounds growth and when it only makes weak economics more expensive.

Read relevance case
Implementation case AI / FMCG

AI will not fix FMCG by magic. It will fix repeated work.

A business case on where AI flows should enter FMCG operations first: commercial, category, marketing, innovation, supply and support functions.

Read AI integration case
Trade execution case AI / FMCG

AI does not win the promotion. It makes the agreement executable.

A public-data case on using AI to reduce promo hand-off loss between the trade plan, retailer negotiation and live store execution.

Read trade AI case
Category hypothesis Energy drinks

The next winner may be more specific, not stronger.

A look at the open space for controlled daily energy, ignored occasions and what to test before scaling.

Read energy case
Market-entry question Protein RTD

How do you enter without becoming another generic shake?

A commercial case on protein RTD sameness, consumer occasions, proof of repeat and the choices a brand must make before scaling.

Read protein RTD case

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