Brand growth theories identify mental and physical availability, salience, and differentiation as key growth drivers. There is some debate about whether the ‘rules’ of brand growth are changing in the digital age.


Brand growth theories outline the most effective and efficient approaches to growing brands in terms of sales, market share and profits.

Key insights

1. Broad-reach, emotional brand-building is needed for sustainable growth, even in the digital world

Marketing effectiveness expert Les Binet argues that the fundamental rules of marketing have not changed in the digital world. Sustainable brand growth will only be achieved by focusing most brand spending on long-term brand-building versus short-term performance marketing. Long-term brand-building requires broad-reach communication to drive awareness and penetration, investing in Share of Voice (SOV) in excess of the brand’s share of market and memorable, emotional brand campaigns executed via synergistic on and offline video.