Don Williams, CEO of brand specialist Pi Global, continues his series looking at the secrets of building a strong brand No one in their right mind thinks that a trip to a busy supermarket is fun. The purchase decision point is where the brand identity and packaging of fast moving consumer goods (FMCGs) have to work harder than any other medium in the communication mix: right next to competition; 24/7; tiny little canvases in a sea of at least 50,000 ’noisy’ SKUs.