{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/60dd8c088c523000129c8ee6/630f20bdc9d2ec0014532284?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Why Don’t Brands Grow According to Plan? – Research Insights","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/60dd8c088c523000129c8ee6/1661935566986-69c04c6dfa48c2c43e699b4550f80a12.jpeg?height=200","description":"<p><em>“If you have fuzzy definitions, you can’t measure them. And therefore, you can’t say if you’re right or not.”</em></p><p><br></p><p>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:</p><p><br></p><ul><li>Why physical availability is more than just distribution;</li><li>Light buyers, non-buyers, and penetration;</li><li>Category entry points and the 7Ws;</li><li>How to grow new brands;</li><li>The truth about consistency.</li></ul><p><br></p><p>“It doesn’t actually matter what you plan to do. If you grow, [by penetration] is how it will happen.”</p><p>— Jenni Romaniuk</p><p><br></p><p><br></p>","author_name":"Brandingmag"}