Publications

  • The Math, the Magic and the Customer

    April 13, 2016 | Bain Brief

    Data-savvy digital marketers must still maintain an emotional connection with the people who do the buying.

  • 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.

  • How to Outgrow Your Competitors: Lessons from US Brand Winners

    September 09, 2015 | Bain Brief

    It's harder than ever to grow a brand, but one in five in the US are gaining share in their categories, according to our study of 550 top brands. These brands outperform their rivals by innovating more effectively to improve penetration, spending more wisely on brand memorability and excelling at

  • Winning with Brands

    June 24, 2015 | Bain Brief

    For years consumer goods executives worried about the viability of brands. Retail consolidation and the emergence of private labels posed serious threats. Yet, brands are thriving, enjoying 10-year highs in margins and profit pool share. What can brands do to try to maintain this momentum, despite

  • Decision-driven marketing

    June 24, 2014 | Harvard Business Review

    Cutting-edge companies create a different kind of marketing organization—one that is less siloed, more interactive, and more collaborative, and that increases marketing’s value and effectiveness.

  • Mastering the New Reality of Sales

    April 09, 2014 | Customer Strategy & Marketing | Bain Brief

    As customers have seized the balance of power and more aspects of the sales process migrate online, leading B2B sales organizations find they must radically restructure their approach. By addressing six imperatives, companies are realizing EBITDA growth of 20% to 25%.

  • The Biggest Contributor to Brand Growth

    March 19, 2014 | Consumer Products | Bain Brief

    Most brand plans typically call for tapping into a well-segmented group of shoppers, getting them to try the brand, and progressively converting them into avid consumers who buy larger and larger quantities of it over time. But the evidence shows this doesn’t work. The best way to grow brands is to

  • Act now! Triple your direct marketing effectiveness

    September 11, 2013 | Customer Strategy & Marketing | Bain industry brief

    Most direct marketing is plagued by low response rates and poor ROI, largely because traditional A/B approaches have severe limitations. Fortunately, there’s a more powerful technique called experimental design, which allows marketers to exponentially increase the variables tested in a single

  • Brand strategy that shifts demand: Less buzz, more economics

    November 14, 2012 | Customer Strategy & Marketing | Bain Brief

    Should you spend on making your brand promise through advertising, or on keeping the promise by ensuring that your products deliver what customers want?

  • 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.