Leading brands are successful because they master four important dynamics:

1. They have clarified an expertise, formalized a growth strategy & communicated a role in their respective categories to both consumers and retailers.
2. They have found a creative vehicle (or vehicles) to effectively and affordably drive trial and awareness with potential users of their product.
3. They have used fact-based selling to ensure that the truth is well told. This truth is then leveraged to establish a leadership position at the shelf.
4. They have unleashed a high-energy sales management team that pilots trade spending resources to maximize growth and profitability.