Wrong objectives lead to wrong decisions.

small, consistent habits to build your brand bottom-up

Photo by KWON YOUN / Unsplash

I remember a trade visit in a supermarket in a new market, time ago.The sales rep told me that the key SKU in there were bottles.Really? I asked, while picking a can and a bottle from the shelf:The bottle was full of dust.The can was clean.After looking at the other brands, I told him that I was pretty sure that it was cans …