Why brands grow… but not necessarily according to plan

The reason brands grow, according to the Ehrenberg-Bass Institute, effectively boils down to two options: penetration or loyalty – more new customers or existing customers buying more.

By now everyone in the marketing industry is, or should be, aware of the research of the Ehrenberg-Bass Institute, which in essence states that brands grow by expanding their customer base.

“That means you have to know who could buy your brand, who’s in...

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