7 findings
Strategic › Product & Brand Management
Treat distribution as brand strategy, not launch logistics.
Strategic › Value Leveraging
Of the three capabilities that drive firm performance, marketing's link to results is the strongest.
Strategic › Growth Paths
Innovation and advertising are the two strongest marketing levers for organic growth, and they work best funded together.
Strategic › Value Leveraging
Set advertising budgets for the cycle, not from the cycle.
Strategic › Product & Brand Management
More market share doesn't reliably mean more profit — the shape of your market and your position in it matter more.
Strategic › Product & Brand Management
Share isn't proportional to distribution: the best-stocked products hold disproportionately more.
Strategic › Product & Brand Management
Parent brand equity and perceived fit reinforce one another, with fit slightly stronger.
Cross the framework