Stop with Why: How a dairy company successfully researched 'how brands grow'

This paper explains how FrieslandCampina, a global dairy food company, applied the brand growth theories of the Ehrenberg-Bass Institute (EBI) in a bid to revive the fortunes of its Optimel yoghurt drink in the Dutch market.

Controversial

Byron Sharp's book How Brands Grow offers a radically new and refreshing vision of brand growth. It rocked the marketing world on its foundations. It is fundamentally different from current models, and runs directly counter to McKinsey's marketing funnel, Kotler's 'distinctive characteristics' and Simon Sinek's 'Why How What'. These book Marketers were thrown into doubt, because - according to Sharp - trusted working methods could be thrown straight in the bin.

How Brands Grow is definitely not just another interesting book. Having read this book a marketer simply can't put it away and continue working as he...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands