How Brands Grow Part 2 Epub May 2026
How Brands Grow: Part 2 (written by Jenni Romaniuk and Byron Sharp from the Ehrenberg-Bass Institute) is available in digital formats like ePUB.
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Month 2: Kill the "Loyalty" KPI.
Double Jeopardy
The book argues that the principles outlined in Part 1—such as (smaller brands have fewer buyers who are slightly less loyal), Natural Monopoly (market share correlates with mental and physical availability), and the importance of distinctive assets (not differentiation)—hold true across a much wider range of categories. How Brands Grow: Part 2 (written by Jenni
- Stop measuring "repeat purchase rate" for your service. Start measuring share of category requirements.
- Use the formula from Chapter 4 (available in the EPUB's appendix) to calculate if your "loyal" customers are just category addicts.
- Explanation of distinctive brand assets (DBAs)
- Examples of effective DBAs and their benefits
- Build a distinctive brand identity: Invest in creating a unique brand voice, visual identity, and messaging.
- Increase mental and physical availability: Use a range of marketing channels to reach consumers and make your brand easily accessible.
- Create emotional connections: Use storytelling and experiences to build emotional connections with consumers.