Five ways to grow a ‘Whole Brand’ in an era of failure

Examines findings from Barkley’s 2022 edition of its Whole Brand Project, and how brands can find methods for growth similar to those of ‘Whole Brands’.

For three years now, my colleagues and I at Barkley have conducted national research, called The Whole Brand Project, studying why certain brands dominate their categories. The best performing brands are what we call ‘Whole Brands’ and one thing they have in common is that they all manage failure well.

Nike, Coke, and Netflix all qualify as Whole Brands, but each of them loses more often than they win. In Barkley’s latest Whole Brands research covering 126 brands, those three are most preferred in their categories by 48%, 38%, and 39% of respondents, respectively. As good as they...

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