How winning brands grow, and why stagnant brands don’t

Discusses results from DVJ Insights' growth study exploring why winners grow more than the average and why losers grow less.

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...

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