Brand Growth - Branding Strategy Insider

Most of us would agree there are four ways to strategize for brand growth: increase the share you hold in the markets you are strong in; develop new products for those markets; extend your reach by finding new markets for your current brands; and develop new products that cater to new markets.
Why Private Equity Loves Brands

Marketers and market driven organizations have long had a strong appreciation for the value of brands. Jim Mullin, Scottish businessman and CEO of Reach, PLC, expressed this value well: “Of all the things that your company owns, brands are far and away the most important and the toughest. Founders die. Factories burn down. Machinery wears out. Inventories get depleted. Technology becomes obsolete. Brand loyalty is the only sound foundation on which business leaders can build...

4 Keys To Planning For Brand Growth

CEO’s letters to shareholders that accompany annual reports of the firm almost always address to two things: cash flow and plans for growth. Cash flow is a measure of the firm’s current profitability and plans for growth address future cash flow. Strong cash flow and credible plans for growth are key indicators of the health of a business and, by inference, the success of the CEO. The implication for the marketing function is clear, develop...

5 Methods For Growing Brands

Brand growth is a key business challenge. Research, such as the double jeopardy revealed by Jenni Romaniuk and Byron Sharp in their follow up book, How Brands Grow Part 2, explains why big brands are and stay big: they don’t just have a larger customer base than small brands do, customers also buy them more frequently than they do small brands (‘Double Jeopardy’).

Why Growth And Turnaround Plans Are Very Different

Peloton’s new CEO, Barry McCarthy, recently reported to analysts on his turnaround plan. He stated that a turnaround plan is hard work. He said that in turnaround situations there are always a lot of surprises. He said the turnaround would take a lot of time. If he was looking for support, he did not receive any kudos. Analysts and investors were not impressed. Maybe this is because most of what Mr. McCarthy said were not elements...

5 Keys To Growing A New Brand

‘Buying a brand for the first time does not require a major conversion, just a bit of mental availability’ A new brand has to build ‘essential memories’, which are not about the brand superiority or differentiation, but simply what it is (eg a soft drink) and what is looks like (so it can be found). Therefore, it is key to define the category you are in, and that you are a plausible option in it....

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