![]() ![]() ![]() As far as I am concerned, this conclusion is beyond challenge,” he states unequivocally. ![]() As expected, frequency moved in the same direction, albeit at a smaller percentage period on period. “I can testify that in all these categories brands grew by expanding penetration. Evgeny quotes his own work using extensive panel data on multiples categories (Personal Care, Confectionary, Fast Food, Ambient Grocery). But its nice to get some real-word, unbiased confirmation that the ‘laws’ seem to work. There is loads of data in the HBG book to show how penetration, not loyalty, drives brand growth. Below I share some of his key points and my take on them. I found his article on Linked In insightful and practical, based on real-world experience ‘in the trenches’ of brand building. ![]() It was interesting to read Premier Foods Marketing Controller Evgeny Bik’s take on “How Brands Grow” (HBG) by Byron Sharp, in response to the dismissive and highly critical comments of VCCP Media’s Maire Oldham, that I posted on here. ![]()
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