Summary
New research from the Ehrenberg‑Bass Institute shows that growth isn’t a “black swan” event — it’s absolutely within reach for established brands. While only 18% of brands grow their market share by 5% or more in a given year, 11% sustain that growth over 2 years, and 7% over 3. The secret? Building durable “mental” and “physical” availability — making brands easy to recall and easy to buy — is key to long-term success. Senior leadership, the author argues, needs more patience and should lean into proven principles from How Brands Grow.
Marketing Week
