PiNG! Connecting with Your Consumer - Flipbook - Page 16
PiNG!
CHAPTER 1
Understanding the Three Layers of Your Shelf
2
1
THE OVERALL SHELF LAYER
IS THE FIRST CONNECTION
YOUR CONSUMER HAS
WITH YOUR CATEGORY
THE BLOCK LAYER IS THE
FIRST CONNECTION YOUR
CONSUMER HAS WITH YOUR
OVERALL BRAND
3
THE VERSION LAYER IS
THE FIRST CONNECTION YOUR
CONSUMER HAS WITH THE
SPECIFIC PRODUCT THEY MAY
PURCHASE
GLOBAL
INTELLIGENCE
16
