Marketers talk a lot about brands growing and expanding, but when should a brand pull back? Here are five common growth mistakes that companies run into and the best things to do if you want to recover.
There’s an interesting polarisation going on right now in terms of brand size. Companies that have expanded are now consolidating their brand models in the hope of getting closer to consumers and achieving greater brand growth.
There are certainly good times to consider diversifying your brand, but equally there are times when such a strategy should be avoided. Here are three situations when your brand shouldn’t go there.
Marketers talk about brands as vehicles for growth. But does that mean they should just keep growing – or is there a point when they reach critical mass?
Co-written with Pete Canalichio The entertainment sector is currently evolving the art of building out brand success in exciting ways. And there are lessons in how they are doing that for entrepreneurs and companies with a brand that people want more of.
Franchising can be a very powerful way to grow your brand, but it is a way of branding a business that has very specific characteristics and challenges.
Is flexibility replacing footprint as the new black for global brands? That’s the inevitable question as Walmart announces a major redraft of its stores policy.
When Al Ries took aim at McDonald’s decision to broaden their menu, saying that introducing more items had not worked as a strategy and would not so do into the future, his piece raised questions for me on the differences between diversification and adjacency.
As marketing teams finalise plans for the year ahead, the logistics of making growth happen should be strongly influencing the targets you set. Most of us would agree there are four ways to strategise for growth: increase the share you hold in the markets you are strong in; develop new products for those markets; extend your reach by finding new markets for your current brands; and develop new products that cater to new markets.
The fracas over at Pepsico as to whether the company should continue to operate a diversified platform or free the snacks division to pursue its goals independently is a reminder of the ongoing debate over diversification vs focus.