From my experience, both retailers and consumer goods companies use category definitions almost always dictated by themselves, even when somehow considering consumer behavior. For example, Corona is considered a "premium" beer, and Glacial a "value" beer, but this classification was not established by consumers (and, most of the time, they don’t even know about it). In many cases, these definitions do not reflect how shoppers actually behave. This is why it's crucial to focus

Byron Sharp, in his book How Brands Grow , challenges several principles of traditional marketing – one of the most important being the concept of consumer loyalty. Sharp argues that, contrary to what was once believed, most consumers are not that loyal to any brand. In practice, if a product is unavailable on the shelf, the consumer will rarely go out of their way to find it elsewhere; they simply choose another brand that fits the moment. This reveals that, instead of loyal

Over the past decade, the world has undergone profound transformations that have significantly changed consumer behavior and, consequently, brands marketing strategies. Whereas traditional advertising campaigns once dominated, today marketing is a dynamic field where data, personalization, and emotional connection are essential. 1. The Growth Revolution: Data at the Forefront of Marketing Professor Byron Sharp, in his book How Brands Grow , introduced an evidence-based approa