One of the biggest factors affecting a brand’s growth is the health of the categories it operates within. Sustaining long-term brand growth requires senior management to focus on how to unlock industry / category growth. This means moving from fighting for market share – usually stealing and shifting – to thinking how can we enlarge the whole pie and earn market share.
Over the last few years, the Ehrenberg-Bass Institute has pioneered new research into how industries grow and how to drive that growth under different conditions. This research has provided norms and expectations for what to expect from category growth (‘the odds’ of growth) and strategies to grow categories under different conditions.
