Abstract:

Byron Sharp’s book “How Brands Grow” while controversial is a must read for marketers and market researchers. And having read it you just can’t go on with your job like you did before. But how? One of the companies that used this approach is a global dairy food corporation FrieslandCampina, which is sponsor of the Ehrenberg-Bass Institute. The Dutch yogurt drink brand Optimel, as a market leading brand, is facing a decline for the category and thus for the brand. FrieslandCampina embraced the How Brands Grow principles to give the brand an impulse by looking at the brand from this different angle and challenge the traditional marketing way of working.