How Brands Grow: Part 2 Revised eBook

Finally, we must mention a dangerous yet common idea. The idea is that in order to stand out and attract attention, brands should be constantly striving to look different, to employ whacky eye-catching colours, shapes and gimmicks. Some people think this is what it means to be distinctive. This idea leads to dangerous behaviours of regularly changi

New (and small) brands have a customer base skewed to heavier category buyers; to grow, they have to correct this skew by recruiting lighter category buyers—as this is what the customer base of large, established brands looks like (Tanusondjaja, Trinh & Romaniuk, 2016). Put simply, recruiting heavy category buyers is not enough—it’s impossible

Types of distinctive

Plotting all the assets on a single grid can give a nice pictorial representation of the brand’s current performance in

In retail environments, clutter abounds. Brands are surrounded by competitive clutter from other brands; and shoppers experience situational clutter, such as other people in stores, advertising on websites, notifications and other apps on phones, or distractions in a mall or street making it difficult to find a retail outlet. These get added to the

can be a liability and a face asset could be more effective to draw attention to the brand. However, on a ‘people-heavy’ Instagram

The main reason for this slightly lower loyalty is that new brands temporarily buy physical and mental availability, and even give price discounts, all of which results in some purchases that fail to be repeated when this support for the brand disappears (that is, when it gets a bit harder to buy for some people). Singh and colleagues (2012) examin

Even during a pandemic. For example, Tesco reported that its online sales accounted for 16% of all sales, which is up from 9%, but says that 84% of its sales are still in-store (Lane, 2020). In the USA, online supermarket sales in total increased from 3.4% in 2019 to 10.2%, which is impressive growth but again still highlights that nine in ten groc