Tools, Techniques, Challenges, and Words of Advice

Every brand owner we have ever met has high aspirations. They all want their brand to be bigger and stronger, and to have more vitality. They want to have more power and establish themselves as fixtures in their consumers’ minds. Few of them want to have anything less than 100 percent of their consumers’ category requirements. However, very few achieve this, and even fewer hold on to it.

If you have read this book, you are one of the ambitious ones.

We will close this book with four steps that can help you get started. These are the four steps of the demand-centric growth approach.

This approach looks at how the dimensions of choice influence a customer’s final purchase decision. We ...

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