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.
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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
The Persuasion Game
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
- No. of episodes: 20
- Latest episode: 2025-06-17
- Business Management Marketing
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