Support the Author by Buying the Book
How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands
Summary
This book, "How Brands Grow Part II," builds upon the principles established in the first volume, offering further insights into brand growth and marketing strategies. Here's a comprehensive summary of the key points:
- Brand Growth Dynamics:
- Brands grow primarily through increased penetration rather than loyalty improvements.
- A loyalty-first approach is not an effective growth strategy.
- The "law of double jeopardy" states that smaller brands have fewer customers who are slightly less loyal.
- Double Jeopardy Pattern:
- Applies across various categories and countries.
- When brands grow or decline, they conform to this pattern.
- Growth is driven mainly by customer acquisition, not retention.
- Mental and Physical Availability:
- These are the primary drivers of a brand's market share.
- Larger brands have better mental and physical availability.
- Smaller brands face challenges in both areas, affecting their growth potential.
- Brand Differentiation:
- Real brand differentiation is less significant than commonly believed.
- Brands are more substitutable than marketers often assume.