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