Here, Mark tells us why the all-important Category Buyer is the focus at SmilingCFO. Sure, consumers influence (sometimes!), but our focus is on mental retrieval by those who buy the category (category buyers)
If you want to know how to dive deeper into a Mental Availability Assessment, then please click here to watch our SmilingCFO partner, Martin Coyle, give an excellent demonstration of the importance of this critical subject.
If you prefer a longer read on how to optimise the Brand Planning Process, then click here for an excellent article helping you achieve this.
Connect with Mark (not Ari the dog!) here on LinkedIn.