Winning through brand-driven growth

Darren Coleman

This article explains the important role brand plays in driving growth.

Introduction

Product-driven strategies will only take your brand so far before you commoditise your offer and get sucked into price-based competition. When this happens margins shrink so brands cut back at the expense of the brand and experience delivered. Customers go elsewhere. Sales slide. No one wins.

Human choice is primarily by the emotions we feel. Brands operate in the emotional space. Products don’t. So brands play a tune the human brain is receptive to. Brands also provide a powerful platform for growth in existing and/or new markets via extension and/or stretch respectively. This is why brand-driven growth is...

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