Strategist’s Digest: How big (and small) brands grow

In one sentence: Small brands are more likely to grow by stealing competitors’ market share while big brands need category growth to increase revenue. Elaborating a little bit on this: Contagious researchers were interested in company growth, specifically in the relationship between firm size, net revenue, market share and category growth. Based on the data of 189 US and UK CPG brands.
Curiousbrand Team
April 19, 2023

Contagious digests the most interesting and relevant research on advertising. This piece is specifically on how big and small brands grow.