Our end consumers are ultimately the people who matter. However well we get on with that buyer at Tesco, if the shopper doesn’t like our deodorant we are in big trouble. And this applies, no less, if we are selling B2B (business-to-business) products. If the carpet tiles or computer monitors we are selling aren’t up to the mark of the people who actually use them, word will get back to the market.

Yet because consumers are the elephant in the marketing room, no one mentions them enough. They are a given. And significantly they’ve changed. They’ve started to be promiscuous and try lots of different brands, they’ve learned how to complain and ...

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