Brand marketers spend SO much time talking about advertising. Digital media, social media, broadcast, cable, cinema, radio, print, direct mail – blah, blah, blah.
Ok, not blah, blah, blah. Those all have a critical role to play in growing your brand. But honestly, how often are brand teams investing significant time and resources on advertising yet investing no time thinking and talking about the shelf? I'll tell you: Way too often!