Publications

  • 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

  • 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

  • Introducing The Bain Brand Accelerator

    February 17, 2011 | Consumer Products | Bain Brief

    How consumer products companies are revitalizing brands and bringing them to full potential, even in slow-growth markets and challenging categories. The bottom line is simple. In developed markets, many consumer products categories are not growing.