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Theories of brand growth

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Opinion

Ahead of WARC's session at Cannes, Nigel Hollis of Millward Brown asks 'Is the creative industry losing its ability to sell stuff?'  Next week I will be speaking at a WARC panel session at Cannes on purpose marketing .

Article

This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

Article

This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Research Paper

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.

News

GLOBAL: With the appointment of Coca-Cola's first Chief Growth Officer, Francisco Crespo, in March, local marketers will have more autonomy over a growing portfolio, a marketing director says.

Opinion

Mark Inskip, Global CEO, Kantar Futures, takes issue with those who reject the Chief Growth Officer title.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

News

AUSTIN, TX: The New York Times has used advertising to help create a "long-term view" about its brand – a goal with particular significance at a time of challenges both from a revenue perspective and from President Trump.

Article

This event report outlines how The New York Times is seeking to build its brand at a time of considerable turmoil in the media industry.

Article

This article posits that the marketing industry is too focused on the choice between creating salience and building loyalty, when in fact both are vital to maximising marketing effectiveness.

Article

This event report details how brands can make their products more physically accessible to consumers by paying attention to the "three pillars of physical".

Article

In this article, the author offers some key advice in managing the fast growth of young brands once they reach 'adolescence'.

Research Paper

This paper describes a research project for the European cooking business of Unilever, the food and FMCG manufacturer, which analysed social media data to identify opportunities to use social platforms to drive growth.

Article

This paper explores how brands can become more successful by understanding and leveraging the way in which people make decisions.

Research Paper

This report suggests some key elements in driving the success of an insights department in order to help it contribute to the broader business agenda.

Article

This event report addresses how business-to-business marketing is changing, as the gap between this discipline and more consumer-focused efforts continues to close.

Article

This article relates the findings of two new studies that show penetration to not be the dominant driver of brand growth, and that relationship equity creates the difference in market success.

Article

This short article explores Professor Byron Sharp and Jenni Romaniuk's book, How Brands Grow: Part 2.

Research Paper

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Article

This article describes how a new code of growth is revolutionising the way businesses think about their strategy, skills and structure.

Article

This event report considers the latest response to the influential Byron Sharp book 'How Brands Grow', in which he argued that the main thing that matters for brands is getting noticed.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

This article attempts to break through traditional brand building that sustains, but does not create brands; in the digital age, brands that are agile, provide value, and find a core of followers will succeed.