Laws of Growth Analysis has two purposes:
To check if the Laws of Growth apply in your categories/countries. Showing this is important to engage the hearts and minds of your marketing executives on the evidence-based journey.
To identify barriers to penetration, and market gaps. Quick, low risk, paths to sales growth.
The Ehrenberg-Bass Institute has conducted decades of research into marketing. This large body of research includes the discovery of a number of law-like patterns of buyer behaviour and brand performance.
Strategies that run counter to this evidence have been described as “trying to swim upstream” and “toxic behaviours”. This is why we refer to the law-like patterns as Laws of Growth.
