How Brands Grow Live! 
for Sponsors

The Ehrenberg-Bass Institute’s 2-day workshop, How Brands Grow – Live!, is the only in-depth learning program on brand growth run by researchers who deeply understand evidence-based marketing science and how to translate it for real world impact.

The program is built on the decades of research undertaken by the Ehrenberg-Bass Institute. How Brands Grow – Live! is very valuable to undertake as a team, because the workshop is designed to challenge perceived wisdom and common marketing practice (and sometimes myth) with rigorous academic evidence. Without knowledge of the science around brand building and growth, businesses are pursuing objectives and strategies that may be unwittingly creating barriers to growth.

How Brands Grow – Live! helps inform brand owners about the nature of buyer behaviour, how consumers make choices, what and how much consumers notice, and how to influence choice at the point of decision-making. It provides an in-depth exposure to the Institute’s growth frameworks and begins the process of embedding appropriate language, processes, strategy, and practice in the business.

The program itself is designed to be a highly customised internal training workshop for up to 35 of your senior staff in order to facilitate a top-down approach to embedding the science of brand growth across your organisation. It is designed to go hand-in-hand with Ehrenberg-Bass Sponsorship to fast-track the learnings.

The sessions cover the fundamental learnings from the books. However, the experience is about understanding how the laws and strategy fit together for a brand to achieve sustainable growth. The sessions are interactive and designed for attendees to make sure they don’t just know the content, but how to apply it.

We encourage broad participation across your business. While senior marketing and sales leaders will benefit greatly, we also recommend including team members from finance and other key functions to ensure alignment and shared understanding across the organisation.
You may include up to 35 attendees, with the option to extend this to a maximum of 40 participants for an additional fee.

To get the most value from the program, participants should be available for the entire two-day experience, as the content is designed to build progressively toward key insights and ‘aha!’ moments.

The program runs across two consecutive days, scheduled at mutually convenient times. Each day typically runs from 9:00am to 5:30pm, with a packed agenda.

We strongly recommend that all participants attend both full days to gain the maximum benefit from the structured journey of the content.

How Brands Grow Live! for Executives is conducted in English and the participants are required to be proficient in spoken and written English to attend.

The experience combines engaging interactive presentations from our expert Marketing Scientists with hands-on activities and the integration of your own data. This approach ensures that participants actively apply the insights throughout the sessions, deepening their understanding and enabling direct relevance to your business.

The program is highly interactive, inspiring, engaging and practical at the same time. We use a combination of examples from around the globe to orientate participants in the global context and to demonstrate the robustness of the knowledge, and specific, relevant examples drawn from your categories and markets, so participants understand the applicability to their context.

We believe that learners learn more when they experience things for themselves. The team will have two packed intensive days with our specialised research team who will use the laws of brand growth and your own data to bring the laws of growth to life. There are team workshops, and breakaways, as well as the opportunity to ask any questions to the team in the moment – and much more.

How Brands Grow  Live! introduces executives to a new set of insights, some new tools, and new language that enables them all to compete more effectively and efficiently.  It is based on empirical evidence from billions of purchasing occasions.

Program participants learn about Mental and Physical Availability and how to improve both, learn why being easy to think of, find and buy is such a competitive advantage.  They learn about building memory structures devoted to their brands, about the importance of standing out and how to make advertising and other marketing activations far more effective.

Most importantly, attendees are exposed to evidence-based frameworks to inform their marketing and growth decision making.

Ahead of time, we’ll work with each company to understand where they are currently, as well as what they want to achieve. We are highly experienced in adapting to the nuances of each particular business, and this background work really helps us to create highly engaging sessions and bring the learnings to life.

No, How Brands Grow Live! For Sponsors is delivered in person only. A dedicated team of presenters will travel to your selected city to deliver the full experience on-site.

The workshop is built around the core building blocks of brand growth—Laws of Growth, Distinctive Assets, Mental Availability and Physical Availability. To make the training highly relevant to your business, we include two essential research components: A Laws of Growth Analysis and a Distinctive Assets Measurement.

• A Laws of Growth Analysis helps make the point that the patterns seen in other categories also apply in your categories. We also provide full reporting relating to relevant deviations that identifying the key patterns in consumer behaviour. This report also provides strategic guidance based on the Laws of Growth and identified deviations.

• A Distinctive Assets Measurement looks at how consumers perceive your brand’s Distinctive Assets, helping to identify which ones are working well and where there’s room to strengthen branding in marketing and retail environments. Full and detailed reporting of this work will also be provided to your teams to ensure they obtain maximum benefit from them.

The results for these sessions are woven throughout the workshop modules. They ensure the training is grounded in your data and real-world context, helping your team better understand and apply the principles of brand growth.  There are other optional but value adding research services that can be included within a How Brands Grow — Live! delivery, which our team can take you through at the time if this is of interest.

At its core, How Brands Grow – Live! is about giving your team new tools, language and ways of thinking to compete more effectively. Attendees will:

• Learn how to improve Mental and Physical Availability—and why that’s such a competitive advantage.

• Understand how to build strong memory structures that make marketing more effective.

• See how these evidence-based frameworks can guide better marketing and growth decisions.

• We also include relevant examples to make it clear that the Laws of Growth and Distinctive Assets principles apply in your category, not just others.

Recording the sessions is not permitted.

After successful completion, you will receive a Certificate of Completion.

The core goal of How Brands Grow — Live! is to embed our framework for sustainable growth through application of evidence-based marketing principles.

The sessions comprise of:

• Delivery of content which contains both proprietary data from your organisation and more general examples to establish the generalisability of the framework

• Group exercises to demonstrate how to apply the learnings including a clear in-situ understanding of the link between MA, PA and DA via an in-store exercise (applicability as required)

• Direct and intimate access to our specialised research team over the two days

• Individual self-reflections to help attendees understand how this impacts their role

• A group workshop to develop action plans to start each business unit on their evidence-based journey.

• Works to be a fast-track to Ehrenberg-Bass Sponsorship, meaning the knowledge and support continue long after the workshop ends.

• Full and detailed reporting of the associated research projects.

These sessions are highly customised to your organisation, seeing us undertake research studies in your brands and markets in order to cover the Laws of Growth, Distinctive Assets, Mental Availability and Physical Availability so your organisation can see the laws literally come to life.

At conclusion of the sessions, we expect participants to have aligned on a coherent strategic framework to drive brand growth, have identified some immediate actions to start doing (collectively as a team and individually in their own roles), what to stop as well as what to keep doing.  It’s a great way to align your colleagues on a consistent mind set using your data to directly see the impact and importance of applying the different Institute laws.

How Brands Grow Live! is best viewed as a per-person investment in training (typically for around 35 people). These workshops are in high demand as an exclusive offering to sponsors only, which means only a handful of sessions are run by the Institute every year. This directly means that the organisations who have taken part in How Brands Grow Live! typically progress faster in applying evidence-based marketing to their marketing decisions.

The program fee includes an individual post-session follow-up call to reinforce key takeaways and address any questions. Additional sessions can be arranged for an extra fee if needed.

Participants can join the exclusive How Brands Grow Live! Alumni LinkedIn group. This group allows all participants to stay connected, share insights, and continue learning from one another, and will host occasional outputs from the Institute. An email will be sent to all participants.