Stop with Why: How a dairy company successfully researched 'how brands grow'

This paper explains how FrieslandCampina, a global dairy food company, applied the brand growth theories of the Ehrenberg-Bass Institute (EBI) in a bid to revive the fortunes of its Optimel yoghurt drink in the Dutch market.


Byron Sharp's book How Brands Grow offers a radically new and refreshing vision of brand growth. It rocked the marketing world on its foundations. It is fundamentally different from current models, and runs directly counter to McKinsey's marketing funnel, Kotler's 'distinctive characteristics' and Simon Sinek's 'Why How What'. These book Marketers were thrown into doubt, because - according to Sharp - trusted working methods could be thrown straight in the bin.

How Brands Grow is definitely not just another interesting book. Having read this book a marketer simply can't put it away and continue working as he...

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