How Established Brands Can Still Grow

Jan 13, 2026 · 33m 28s

Description

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...

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

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.

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

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Information

Author	Marketing Architects
Organization	Aiyanna
Website	-
Tags	#advertising #brand #business #creative #growth #marketers #marketing #mentalavailability #physicalavailability #strategy