The consumer products innovation game is changing. New more relevant brands are overtaking established leaders. Vitamin Water. Oxi-Clean. Proactiv Solution. Odwalla.The fundamental approach to creating and building brands has changed. You don't need a big budget to win anymore. But you do need a new approach. Author Larry Popelka is former Clorox Company VP of Marketing and currently an Innovation columnist for Bloomberg Businessweek. The GameChanger Manifesto examines several successful start-up companies and how they successfully out-innovated established players in the Consumer Products market.