Across categories and countries, increasing penetration is the primary way to build big brands. This is a key insight from the research of the Ehrenberg-Bass Institute for Marketing Science, summarized by Professor Byron Sharp, director of the Institute, in his book How Brands Grow, based on decades of observations of buying behavior. But penetration is like a leaking bucket: Consumer products companies must constantly recruit new customers. In this short video, Bain Partner Marcello Tripodo explains how perfect sales execution in the store can increase brand visibility, increase penetration and ultimately ensure brand growth.
Read the related Bain Brief: Winning with brands