When Bigger Isn’t Better: The Power of Strategic Divestment

Growth isn’t just about acquiring more; it’s about knowing what to let go. Businesses stretch and release, expanding through acquisitions and refining through divestments. We explore the art of strategic portfolio pruning and how knowing when to hold or release can unlock true value.

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The Beauty, Personal & Home Care industry is moving fast; but is it moving forward?

At CAGNY, the mood was clear: this is an industry that knows how to grow. Pricing strategies have been stretched to the limit, AI ...
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Tariffs, Tipping Points, and Turbulence: What’s Next for CPG?

For years, whenever we asked our clients about their biggest markets, the answer was almost always the same: The US and China. Two...
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The New Era of Wellbeing: Balancing Mind, Body, and Future

At Butterfly, we’ve been fascinated by the evolution of health and wellness for the last decade. From accurately predicting the ...
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Reflections on the Kingdom: A Journey through the evolution of Saudi Arabia

In a world experiencing significant growth deceleration, the Kingdom of Saudi Arabia appears to have created a model of its own. ...
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Business, volatility and the power of resilience

Resilience in the geographical world describes the ability of a system to continue functioning after it has experienced a disturba...
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Let’s Rebrand Brand Purpose

Brand purpose needs a rebrand. It isn’t what you say or why. It isn’t how a brand looks, or the values it projects. It isn’...
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Gen Z and Gender

Generation Z are a generation that questions everything that came before them. Whatever it was, it’s there to be put under the m...
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China: Brands, butterflies and understanding how 1.4 billion people dream

I was once told a fable about Chuang Tzu, a philosopher in ancient China, who one night went to sleep and dreamed that he was a bu...
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