How the top 10 growing brands grew (2010-2014)
We showed the super-grower brands of 2010-2014 in our previous article.
In this article, we look at their annual performance over the period to see what we can learn. It sticks out like a sore thumb that they grew consistently. (The exception being Black Cat, which had a big jump in 2011 and then stabilised.
The marketing lesson is clear: marketing is a long-term activity. Brand managers will do well to appreciate that once they have a brand growing they should stick to their guns...
Click here to view the article in full, and here for more information on the authors' availability to do keynote talks at company strategy conferences.
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Source: SA Marketing Magazine
SA Marketing Magazine is a joint effort by Neil Higgs and Erik du Plessis to provide marketing insights for companies to use as the basis for marketing strategies.
Go to: http://www.samktmag.com/
About Erik du Plessis and Neil Higgs
Erik and Neil are the 'old folk' of marketing, with a mountain of experience between them. They love watching brands grow, have seen brands die and have consulted with nearly every major brand in SA at some stage. They have published papers in accredited journals, won awards and are honorary members of AMASA and SAMRA. They've also talked at major international conferences as well as local keynote talks on the state of the market.Related
