Research from the Ehrenberg-Bass Institute proves 18% of established brands grow market share by 5% or more in a single year. The real question isn't whether growth is possible—it's how to sustain it.

This week, Elena, Angela, and Rob explore what separates the 7% of brands that maintain growth over multiple years from the rest, covering fundamentals like mental and physical availability and the tension between board pressure and patient strategy.

Topics covered: 

• [01:00] Why growth isn't rare for established brands
• [04:00] Only 7% of brands sustain meaningful growth over three years
• [06:00] How consistency beats novelty for long-term success
• [09:00] What it means to become a category leader
• [13:00] Creative fundamentals that build mental availability
• [17:00] Physical availability matters as much as mental availability
• [21:00] Playing "Grow or Go" to evaluate marketing decisions 

 





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Resources: 
2025 MarketingWeek Article: https://www.marketingweek.com/established-brands-grow/
 

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