Short term vs long term
Every experienced marketer recognises the problem: you know that brands grow over the long term, but all too often your efforts are diverted into delivering the next quarter's budget.
And most of the data easily available – whether it's sales, searches or clicks – focuses your attention on what's happening now.
The reality is that sustained, long-term growth is rare.
Fewer than 6% of brands grow market share over the first year. 6 in 10 of these brands sustain their gain over three years. 1 in 10 further improve on their initial gain.
So how can you future-proof your brand?
Three key drivers of sustainable growth
To understand what drives sustainable growth, we've analysed the performance of 3,900+ brands from our BrandZ™ global brand equity database, across 58 categories and 21 countries.
Getting the balance on investment right across three areas of marketing activity is critical to your brand success.
Activity at each point needs to work in synergy with the others to build sales momentum, and maximise your growth potential by up to 46%.
Building sales momentum is a very different task whether you're a small brand or a big brand. Small brands have to focus on acquiring users from competitors, while big brands need to drive additional purchases from existing customers.
Brands that adopt a growth strategy appropriate for their size grow 45% faster than those that only grow penetration.