The Critical Test For Business And Career Relevance
November 21, 20246 min
Change sucks. But irrelevance is even worse. Today most firms, institutions and individuals are grappling with 3 levels of relevance.
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Brand Growth - Page 3 of 17 - 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.
New Conditions Shape The Future Of Brand Growth
September 16, 20244 min
Slowing population growth will upend both the macroeconomics of commercial potential in the economy as a whole and the microeconomics of competition within sectors and categories. Brands must adapt to grow.
Replicating A Brand’s Success Internationally
June 25, 20242 min
Replicating a brand’s success internationally can be a great way to multiply its profits. Culture and customs vary across the world, however, so what makes a brand successful in one country does not guarantee success elsewhere.
Planning For Brand Expansion
April 23, 20243 min
The growth of any brand will plateau if it is successful with its initial product range in its region of origin. Further growth must come from expanding the product range, extending geographically, or both. Before scaling your brand, the business fundamentals need to be in place. Investors seem keen to fund technology-based brands even if they have never made a profit, but this isn’t wise. According to Cyrine Ben-Hafaïedh and Anaïs Hamelin (2022), profit-focused brands...
For Brands That Adapt, New Demographics Equal Growth
April 9, 20244 min
Don’t let demographics scare you. You’ve seen the alarming headlines. Sure, the ominous trends are ominous, worthy of headlines. But not determinate. There is more to the story. There is always room for growth.