How brands grow
What marketers don’t know
The book How Brands Grow describes a set of scientific laws about the ways in which brands grow that are based on decades of research, and contradict existing thinking about brand growth. Growth is accomplished by increasing a brand’s popularity, namely by gaining the occasional light buyers as there tend to be so many of them. Acquisition prevails over loyalty initiatives. Price promotions mainly work for infrequent buyers, not for new buyers. Market share is grown by increasing physical and mental availability, i.e., brands that are easier to buy – for more people, in more situations – have more market share. Brands, even when slightly differentiated, mainly compete as if they are near lookalikes. Advertising works largely as a refresher of a brand’s distinctive elements, therefore the task of advertising agencies is to create outstanding ideas with emotional appeals that viewers and readers will notice and find persuasive. Media agencies should focus on reach and continuous presence.
Contents
Pick your method.
Workshops are ready to present and are in Keynote or PowerPoint. There are case examples in the preseantation, which you may replace for local relevancy. The presentations have speaker notes. Reading the Mindmap and the Summary (about 1 hour reading), on which the presentation is based, will update you on the specific knowledge on the subject. A Workshop presentation lasts about 45 minutes. Proposed handouts to participants of the Workshop: Mindmap and Summary of the book.