Buyers want to drive total category growth, as this is what their targets (& usually their bonus) are based on.
So the Brands that can prove HOW they will help the buyers unlock this growth are the ones that they will naturally back (all other things being equal) - and there are only 5 ways that this can be done. 

​This article explains what these are, what growth strategies should be considered as a result, and how brands can explain to the Buyer why they should back their brand.

​​Range Reviews - the biggest opportunity for brands to change their trajectory & implement strategic plans in each retailer all year.  Or every couple of years in some categories.

So shouldn't they be prioritised above all else to make sure they get the time, resource and focus they need?  Well, clearly the answer is yes, and in many suppliers this is the case.  However, in our experience the reality in a surprising number of companies is they are treated like any other job to do in the business - on a long list of things to be done and afforded just enough time and attention to get through the day, rather than truly putting the brand's best foot forward.