Why Don’t Brands Grow According to Plan? – Research Insights


“If you have fuzzy definitions, you can’t measure them. And so, therefore, you can’t say if you’re right or not.”

World-renowned research professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science underlines why growth doesn’t always match the plan and what areas to focus on when following brand growth: the customer base, non-buyers, availability, category entry points, and more:

  • Why physical availability is more than just distribution;
  • Light buyers, non-buyers, and penetration;
  • Category entry points and the 7Ws;
  • How to grow new brands;
  • The truth about consistency.

“It doesn’t actually matter what you plan to do. If you grow, [by penetration] is how it will happen.”

— Jenni Romaniuk

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