Do you see everything your consumer sees?
Reading Martin Lindstrom’s excellent book, Small Data, I am reminded of an example of how simple consumer observation blended with clear understanding of a brand's values can change forever the trajectory of a brand. A few years ago I was leading the marketing for PowerBar Sports Nutrition. Endurance athletes are a very demanding consumer, but are prepared to pay premium prices to get “the edge” they need to perform. This translates into both equipment and sports nutrition.