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The Familiarity Effect: How Brand Recognition Drives Growth
Ever stood in a supermarket aisle, overwhelmed by choices, only to end up selecting a familiar brand?
Aug 17
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Emma Sharley
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The Familiarity Effect: How Brand Recognition Drives Growth
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June 2023
Why Brand Diagnosis Must Come Before Strategy
How can you solve a problem if you don’t fully understand it?
Jun 15
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Emma Sharley
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Why Brand Diagnosis Must Come Before Strategy
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May 2023
From a Niche to Billion-Dollar Brand: A Lesson in Distinctiveness from Aesop
Aesop, recently acquired by L’Oreal for US$2.5 billion ($3.7 billion), is an example of a brand that has achieved exceptional (and profitable) growth in…
May 1
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Emma Sharley
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From a Niche to Billion-Dollar Brand: A Lesson in Distinctiveness from Aesop
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