Rules of the Road: #3 Do you know your brand’s consumer?

Can you articulate who your brand user is and why their needs are not being met by the current offerings in the market in this specific category? Demonstrating a fact-based understanding of who your consumer is and why they will buy your brand is critical. “Sell in” to a retailer is great- but “sell through” is where you will ultimately win or lose. Remember- a buyer at a retailer is much more concerned with the performance of their entire category than your brand.