How to lead "MEGA-BRANDS" to success across categories - 10 Key Principles

OBJECTIVES: The objective of this essay is two-fold; (a) to outline the dynamics behind the emergence of MEGA-BRANDS; (b) to propose a set of key principles / building blocks that will help brand-owners to lead their MEGA-BRANDS to sustained, consistent, healthy growth.   BACKGROUND - why and how MEGA-BRANDS are created: In his invaluable work "How Brands Grow:  What Marketers Don't Know", Professor Byron Sharp proves through empirical evidence and scientific method that brands are bui...  Read More...