Brand Growth doesn’t happen by chance

Brand growth can be realised in many different ways, but one thing is for certain: it does not happen by chance. And also, not by implementing any measure. In conversations with our clients, we experience time and time again how companies lose track of which measures are interrelated and what ultimately drives real growth. Brands are like real personas, and it is a pleasure to help them truly develop their dormant or existing potential.

Why does brand growth need a “knowledge-to-action” framework?

Is the amount of data really crucial? Or rather, which growth mechanisms are actually hidden in the relevant data? To really steer brand growth, it is important to understand the “why” and the interdependencies within the data. After all, it is about successfully anchoring your brand in the consumers’ minds.

When it comes to our clients, we use a scientifically validated marketing framework from the Ehrenberg Bass Institute, which provides orientation and encourages setting the right priorities.

That way we get to the “WHY behind the WHAT”, as we like to say at DVJ. We don’t just determine whether a brand is healthy or not, we also show which factors work together and find out what exactly the brand needs to grow. This enables us to develop our “treatment plan”, so to speak, instead of just measuring a fever.

Penetration is King!

With the Brand Growth Detector, we at DVJ operationalise the aforementioned framework to identify growth areas for brands in a targeted manner. This approach has been validated through numerous projects with the main industries. And the result is clear: Penetration is King! Without penetration, brand growth is simply not feasible and without penetration a brand loses its strongest growth lever.

The main drivers for penetration are the mental and physical availability of a brand. Particularly in the FMCG context, it quickly becomes clear that brands do not only grow by gaining hardcore fans, but above all through the acquisition of first-time or occasional buyers. With these incomes they can more than compensate for lost and migrated buyers. Byron Sharp has shown this empirically for a number of product areas as well as industries and validated it scientifically.

That’s why we measure, for example, the mental market share of all key category entry points for your brand. In addition, we identify those consumers who are most likely to choose your brand. But also what purchase barriers need to be dealt with. And in conjunction with buyer panel data, which provides valuable information about the physical availability of a brand, we reveal which growth areas and mechanisms exist for your brand.

This way we look at a brand as holistically as possible, from the performance at the POS to communication and positioning. And consequently, identify the most favourable path to more growth for your brand.

Join our session

Want to know more about the topic? On 7 October at 16:00, Simon Kluge, Senior Business Partner at DVJ Insights, will present the new “DVJ Brand Growth Detector: The smart way to grow your brand” at the Woche der Marktfoschung in Germany. Using concrete examples from the FMCG sector, we will show how survey and shopper panel data can be used to better manage brand growth. With this solution, we operationalise the marketing framework of the Ehrenberg Bass Institute to identify and develop growth areas for brands in a targeted manner. The session will be held in German. Register now for free.