Why Don’t Brands Grow According to Plan? – Research Insights

“If you have fuzzy definitions, you can’t measure them. And therefore, you can’t say if you’re right or not.”World-renowned research professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science underlines why growth doesn’t always match the plan and what areas to focus on when following brand growth: the customer base, non-buyers, availability, category entry points, and more:Why physical availability is more than just distribution;Light buyers, non-buyers, and penetration;Category entry points and the 7Ws;How to grow new brands;The truth about consistency.“It doesn’t actually matter what you plan to do. If you grow, [by penetration] is how it will happen.”— Jenni Romaniuk Hosted on Acast. See acast.com/privacy for more information.

Om Podcasten

Marketing and branding are among the main business growth drivers, but their priority in the boardroom is often overlooked.Each month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.Join Brandingmag’s exclusive podcast to keep increasing your worth and let’s prove that branding’s rightful place is at the core of every business. If you’re looking to grow your brand or community – locally, internationally, or across cultures – this one’s for you.FOLLOW us on social:LinkedIn: https://www.linkedin.com/company/brandingmag/Instagram: https://www.instagram.com/branding.mag/Twitter: https://twitter.com/brandingmag Hosted on Acast. See acast.com/privacy for more information.