Brand growth for mature companies isn't a miracle. It's just really hard. This week, we're exploring what separates the brands that sustain growth from the ones that flame out after one good year.
Only 7% of brands sustain meaningful market share growth over three years.
Research from the Ehrenberg-Bass Institute shows that while 18% of brands can grow their share by 5% or more in a single year, very few maintain that momentum long-term. The difference between a one-year spike and sustained growth comes down to patience.
How established brands grow.
Sustained brand growth doesn't come from chasing novelty or constantly refreshing your strategy. It comes from mastering the fundamentals that drive long-term results:
- Consistency beats cleverness. Brands that grow don't get bored with their story before the market does. They repeat the same idea, voice, and emotional posture long enough for audiences to remember them. Board pressure often pushes toward short-term wins that quietly erode brand memory.
- Mental availability matters most. Growth happens when you're first to mind and easy to buy. This requires distinctive assets used consistently, clarity over cleverness, and emotional relevance that helps people remember how your brand makes them feel.
- Physical availability can't be ignored. Strong mental availability means nothing if people can't easily act on the demand your marketing creates. Are you present where people actually shop? Are there unnecessary friction points in how people buy from you?
- Avoid common creative traps. Mistaking novelty for memorability kills growth. Brands that constantly introduce new looks, tones, and messaging lose their ability to build emotional relationships. Spending too much time explaining features and benefits also gets in the way of being memorable.
- Play the long game. Demanding immediate growth from a mature brand ignores how value is actually created. Boards that push for speed over strategy force brands into short-term tactics that trade long-term strength for temporary optics. The right question shifts from "how fast?" to "how sustainable?"
"Established Brands Can Grow: Here's The Proof"
This article by John Dawes explores research from the Ehrenberg-Bass Institute that debunks the myth that established brands can't achieve meaningful growth. The data shows exactly what drives sustained market share gains.
Read the guide
Stay the course
"Success is neither magical nor mysterious. Success is the natural consequence of consistently applying basic fundamentals."
— Jim Rohn
This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
