Understanding six influential models of brand growth – and when to use them

Stephen Whiteside

This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).

Every brand has distinct strategic needs, but marketers who are familiar with proven routes to growth will have an undoubted advantage over rivals that are working from untested playbooks.

The problem? There are nearly as many theories that promise success as there are items on supermarket shelves, making it difficult for a client or agency to identify exactly the right framework to support a given product or service.

In helping to address that problem, the Mobile Marketing Association (MMA), the industry body, held a series of webinars – collectively entitled “The Great Marketing Growth Debate” – which highlighted six influential...

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