What do Bacardi Breezers, Sun detergent tablets and Remia sauces have in common? They all belong to a group of brands that grew faster than their brand categories. In a Bain study of 524 brands in 100 consumer product categories—between 1997 and 2001—a total of 90 brands consistently outpaced their rivals, posting average annual revenue growth rates of above 10%. How did they do it?