Thoughts On: Brand Growth
Most FMCG marketers will be aware that penetration is considered the most important measure for a consumer brand.
However, knowing that the biggest brands have the most buyers and that attracting extra customers is the best route to growth is not, on its own, enough.
In our latest paper, Thoughts On: Brand Growth we set out our four clear rules that should inform how to consider brand growth. These are derived from observed shopper behaviour and challenge some widely-held assumptions about brand loyalty and the importance of reaching new shoppers.
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