Distribution into 6,000 Wal-Marts? Just say no.
Why succumbing to retail cornucopia is often the ultimate own-goal
In the halcyon days of my confident youth, I got to enjoy - first-hand - the intoxicating power of the shelf. As a director at Tesco (then the world’s third-largest retailer), I witnessed the streams of clammy-palmed growers, producers and account executives coming to tender deference and offerings before their category buyer chieftains.
Post Category: HOW
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The Deceptive Attractiveness of “Non-Consumer-Noticeables”
Shining a light on the slippery slope challenger brands know not to go down.
Beware the attractiveness of corners cut, even if everyone else seems to be cutting away with carefree abandon.
Post Category: HOW
Keep reading 900 WORDS >