The people who matter most are our consumers. That buyer at Tesco, however well you get on with them, can’t save you if the shopper stops buying your brand. And this applies, no less, if we are selling B2B (business-to-business) products. If the showers or computer printers we are selling via our trade customer aren’t up to the mark of the people who actually use them, word will get back to the market. And we shall suffer the outcome.
Yet, perhaps because consumers are the elephant in the marketing room, no one mentions them enough. They are a given. But they’ve transformed over the past few years, are continuing to change and we’d better pay ...
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