Why Every Brand Is A Growth Brand
November 9, 20233 min
Standing still means shrinking. Brands must grow. And not only to grow the business. Brands must grow for the business to remain steady.
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Brand Growth - Page 5 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.
Managing And Growing Product Portfolios
September 18, 20235 min
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...
The Growing Power Of Small Brands
September 6, 20233 min
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.
How Marketing And Sales Can Work Together
July 24, 20234 min
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...
How Mental And Physical Availability Drives Brand Growth
May 30, 20232 min
Why is Mental and Physical Availability so important to business and brands? Over the past twenty years there has been growing appreciation for the intangible assets that underpin the financial value of corporations. These assets can be sold, and they are generally worth far more than a corporation’s tangible assets. Mental and physical availability, and the brand’s distinctive iconography are assets that can be sold. They are brand equity.