Publications

  • Bought Not Sold: Marketing and Selling to Digitally Empowered Business Customers

    October 07, 2015 | Bain Brand Strategy | Bain Brief

    First impressions have always mattered, but now they involve building out a relevant and deep digital footprint to reach a potential customer early in the buying process, staying on the prospect's short list, and engaging the customer with the right experts in the right channel to close a deal.

  • Route to a brand's best strategy

    April 12, 2005 | Consumer Products | European Business Forum

    New findings challenge the belief that market share alone correlates with profitability. Bain & Company's analysis of 200 brands shows that products at the high end stand to earn considerably more with a smaller share of the overall product category.

  • Top of Mind: How To Risk-Proof A Brand? Watch CNN

    June 20, 2004 | Consumer Products | Brandweek

    BY THE looks of things, Americans are still not making many friends overseas. According to recent studies, our global brands aren't having an easy time shaking off their "American-ness" as they aim to win over new audiences, either. How can a brand manager feel protected?

  • The keys to growing brands

    October 05, 2003 | Consumer Products | Marketing Magazine

    The keys to growing brands Marketing Magazine By John Blasberg and Vijay Vishwanath New research shows investment in

  • Manager's Journal: Think Globally, Market Locally

    September 08, 2003 | Customer Strategy & Marketing | The Wall Street Journal

    American consumers and restaurateurs boycotting French wines may sound like a publicity stunt — akin to Washington politicians renaming French fries freedom fries — but it is serious business for winemakers in Bordeaux and Burgundy. Shipments to the U.S.

  • Loyalty: A Prescription for Cutting Costs

    August 31, 2003 | Bain Net Promoter System® | Marketing Management

    In the current downturn, many companies are tightening their belts, but too many are missing their biggest opportunity to keep costs down. Building loyal relationships with customers and other stakeholders can go a long way toward cost reduction.

  • Making Cool Brands Hot

    May 31, 2003 | Consumer Products | Harvard Business Review

    What do Boca Breakfast Links, Oreo cookies, and Old Spice deodorant have in common? They all belong to an elite group of brands that grew faster than their brand categories each year from 1997 to 2001.

  • Trade Spending: Investment or Expense?

    December 31, 1997 | Technology | Bain Brief

    Packaged-goods manufacturers have good reason to be unhappy with trade promotions, which seem to grow more complex, more numerous, more expensive, and less manageable every year.

  • Health Care Viewpoint #11: Using Mergers and Acquisitions

    October 31, 1997 | Healthcare | Bain Brief

    Only 33% of all health care M&A activity creates sustainable, improved shareholder and strategic value. However, as Boston Scientific, Johnson & Johnson, and others have demonstrated, M&A activity can be an integral part of a company's strategy to build profitable growth and capability.

  • Your brand's best strategy

    April 30, 1997 | Strategy | Harvard Business Review

    Conventional wisdom holds that market share drives profitability. In some industries, such as chemicals, paper, and steel, market share and profitability are inextricably linked. But the authors found that for premium brands— that sell for 25% to 30% more than private-label brands—in 40 categories