Tag: Outlook

  • Delivering Predictive Brand Growth in an Age of Continuous Disruption

    Delivering Predictive Brand Growth in an Age of Continuous Disruption

    Introduction There once was a day when the equity and health of brands were stable.  Brand teams could expect that the fundamental performance of the category and the competitive set changed little on a short-term basis.  Category reviews and brand tracking research reinforced this perspective as the numbers typically saw limited, significant change on even…