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.
Rules of the Road
Rules of the Road: #3 Do you know your brand’s consumer?
Do you know who your consumer is? Really know who they are….?
