Stop with Why: How a dairy company successfully researched 'how brands grow'

This paper explains how FrieslandCampina, a global dairy food company, applied the brand growth theories of the Ehrenberg-Bass Institute (EBI) in a bid to revive the fortunes of its Optimel yoghurt drink in the Dutch market.


Byron Sharp's book How Brands Growoffers a radically new and refreshing vision of brand growth. It rocked the marketing world on its foundations. It is fundamentally different from current models, and runs directly counter to McKinsey's m

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