The four crucial missing questions (and answers) in Cat Man about Category Role

My recent LI poll on “Category Role” (see below) shows that most of us in cat man feel this is a topic that is crucial to our thinking. But let me today pose a question today: “how do we measure it”? Whether you are a retailer making decisions on what categories you pick to achieve specific strategies for […]

Is the most important part of the category strategy team away day the lunch?

17th century master Baldassarre Francschini brings us insight with his masterpiece, “La sfida dell’obiettività” – translates as “the objectivity challenge”. As you can see, the team (I’d assume marketing and sales combined, marketing I’d guess in the red socks?) are now taking a break from their flip charts and Powerpoint for a light lunch. Very satisfied with their strategy thinking […]