Beating the Odds of Brand Growth

Some mature brands grew through innovating product formulas, others through repositioning.

Packaging innovation alone could make a difference.

Innovate around your core and shout about it, and you're likely to unleash growth potential.

Updated Study in 2008

Learning from the lucky thirteen
Brandweek 05/26/08
by John Blasberg and Ivan Hindshaw

There are two strategic steps that, year after year, have been proven to help brands outperform their competitors. It can't be all that difficult to remember two of anything, and yet we consistently see so many companies fail to stick to those two steps.

1. Don't let the wrong innovations slip through

2. Have ongoing commitment to the post-launch through advertising.
You have to shout your innovation




References

Beating the Odds of Brand Growth
by John Blasberg and Vijay Vishwanath
http://www.bain.com/bainweb/publications/publications_detail.asp?id=12288&menu_url=publications_results.asp

For more detailed reading
Harvard Business Review, by John Blasberg and Vijay Vishwanath June 2003.


Learning from the lucky thirteen
Brandweek 05/26/08
by John Blasberg and Ivan Hindshaw
http://www.bain.com/bainweb/publications/publications_detail.asp?id=26424&menu_url=publications%5Fresults%2Easp