Brand Growth - Page 5 of 17 - Branding Strategy Insider

Most firms, and the managers who operate them, seek to grow. Indeed, a review of most CEO letters associated with annual reports, finds growth to be one of the two most frequently identified objectives (the other is cash flow). Growth, or at least well-managed, profitable growth, is important for many reasons. It makes the firm more valuable to shareholders. It makes the firm a more exciting place to work, which makes it easier to hire...

Small brands are back in the hunt. Kantar Worldpanel’s tracking of brands around the world that are growing finds a big jump year-over-year in the percentage of growing brands accounted for by small brands.

Two functions in the firm are customer-facing and responsible for revenue generation: sales and marketing. Despite this shared perspective and common objective, in many organizations, there is tension between the marketing organization and the sales organization. In some cases, this tension may be healthy, but in other cases it is dysfunctional. The role of senior management is to manage this tension and ensure that it works to the advantage of the firm. Managing this organizational...

Wayfair CEO Niraj S. Shah recently told analysts that the Wayfair brand-business – home furnishings and décor – is “… clearly demonstrating that the Wayfair model is inherently profitable and that there is considerable opportunity in front of us to rapidly drive further margin expansion, while investing for future growth.“