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Brand Growth

Most of us would agree there are four ways to strategize for brand growth: increase the share you hold in the markets you are strong in; develop new products for those markets; extend your reach by finding new markets for your current brands; and develop new products that cater to new markets.

Brand Growth

Defining New Market Opportunities

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Defining New Market Opportunities

The classical economic perspective holds that perfectly competitive markets are characterized by undifferentiated products sold based only on price. Any departure from such a characterization is viewed as evidence of an imperfect market. This view of markets has given rise to strategic thinking that focuses on the identification of market imperfections and the creation of structural barriers to market entry and the creation of supply-side competitive advantage.

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Brand Growth

Invisible Markets: The Hidden Path To Growth

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Invisible Markets: The Hidden Path To Growth

If we’ve learned anything from the wrenching changes in society in recent years, it’s this: Business as usual is a losing proposition. The implications go well beyond culture—they hold profound meaning for commerce, as well.

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Brand Growth

The Critical Link Between Marketing And Finance

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The Critical Link Between Marketing And Finance

Imagine that you work for the Chief Executive Officer (CEO) of Coca-Cola. He asks you for an opinion on a recommendation by the company’s Chief Marketing Officer (CMO) to raise their advertising budget from $3.2 billion to $3.5 billion. Should Coke spend an additional $300 million on advertising? The Chief Financial Officer (CFO) is opposed, saying the money would be better spent elsewhere.

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Brand Growth

4 Types Of Marketing Plans And Strategies

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4 Types Of Marketing Plans And Strategies

In a now classic Harvard Business Review article, Ansoff (1957) identified four strategies for business growth. These four strategies also identify four basic types of marketing plans and the types of investments and activities associated with each. The strategies are defined by whether the focus is on new or existing products and new or existing markets.

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Brand Growth

Brand Licensing Audits Reveal Pathways To Growth

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Brand Licensing Audits Reveal Pathways To Growth

In their quest for sustainable growth, brand owners may find themselves in one of two categories in regards to brand licensing:

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