Thanks to the work of practitioners and academics, the advertising industry has developed a good understanding of where brands find growth and how they go about communications work to meet that objective. But despite a now vast amount of empirical evidence, there are still plenty of brands that are failing to grow by making similar mistakes. DVJ Insights, a Dutch company, calls brands growing both their revenues and profits more than the rest winners; those growing less are, naturally, losers.
The company explores the differences between the two camps in an annual brand growth study, which is based on qualitative...
