INTRO 

No one questions how large, well-established brands achieve growth. With decades or even centuries of brand equity and recognition, they leverage their vast resources to develop products, partner with agencies, and hire celebrities to create innovative, impactful marketing campaigns. They are growth machines.

While learning from these industry giants can be motivating and informative for brand leaders and marketers in small and mid-sized businesses, it can also lead to feelings of budget envy and frustration. These big brands often overshadow smaller ones. This report aims to illuminate strategies that will empower smaller brands, crafted by leading experts in marketing effectiveness.

These strategies are timeless, and designed to be implemented year-round, but we’ve chosen this pivotal time of year to share them with you. As you prepare for the holiday season and the subsequent sales peak, this report serves as your ultimate growth guide. Each chapter, authored by a subject matter expert, can be read individually or as a cohesive guide.

Chapter Highlights:

The Big and the Small of It by Les Binet
Showcasing tailored approaches for brand growth, whether your business is new, niche, premium, underfunded, or in a small market.

The Two Small Upsides by Dr. Mark Ritson
Illustrating how you can leverage your size as a strategic advantage through “Versus Position” or by targeting niche markets.

Winning the Underdog Game by Ty Heath
Introducing the 95-5 Rule and the importance of building a memorable brand for long-term success.

Grow with Zero-Party Data by Jamal Miller
Explain why zero-party data is vital for personalization, especially during peak seasons, and provide five tips for creating an effective zero-party data strategy.

AI Is the Big Breakthrough for Small Brands by Peter Weinberg and Jon Lombardo
Showing how AI can help small brands quickly and affordably develop and execute effective marketing campaigns.

If you work for a global powerhouse like Apple, Nike, Coca-Cola, P&G, Frito-Lay, or Meta, this report isn’t for you. This guide is designed for performance-driven marketers at mid-market companies, small business owners, start-up founders, and anyone seeking to grow their brand and asking, “What’s next?”

We hope this report provides you with a practical roadmap for your brand’s growth. By embracing the latest insights in marketing effectiveness, utilizing the advantages of being a smaller brand, and harnessing the power of personalization and AI, your brand can not only survive but thrive in today’s competitive market.

Chapter 01: The Big AND The Small Of It

Why grow?

How can small brands grow? Before addressing that question, it’s important to consider another: why should small brands aim for growth in the first place?

To many in the business world, this might seem obvious. Big businesses generate big profits. Growth is dynamic, exciting, and often the path to significant revenue.

There’s certainly a lot of truth to that perspective.

Large companies and well-known brands have numerous advantages over their smaller counterparts. Big brands can more easily acquire customers because they are more memorable and accessible. Since consumers tend to trust and prefer familiar brands, big companies can convert prospects into customers with less effort and don’t need to compete as aggressively on price.

Large brands also have a broader customer base, which often translates to greater loyalty. This opens up opportunities for cross-selling.

In some industries, size is inherently advantageous. For instance, search engines, ride-hailing services, social media platforms, and dating apps benefit from network effects, making it easier for big players to dominate over smaller ones.

There are also economies of scale on the supply side. Large companies have an easier time hiring and developing talent. They can secure better deals with suppliers and distributors, borrow money at lower rates, and access more resources. With higher margins and deeper financial reserves, they can outspend smaller competitors on marketing and do so more efficiently.

It’s no surprise that companies with larger market shares often achieve significantly higher profits, both in absolute terms and relative to their size. The bigger the company, the greater the financial rewards.

On the flip side, small brands face a range of challenges: fewer customers, lower loyalty, reduced pricing power, higher unit costs, and less effective marketing. As a result, their profit margins are usually lower.

Growth, however, offers a pathway to higher profitability and comes with its own set of advantages. It creates momentum, increases visibility, and attracts customers, talent, and investment. It boosts employee satisfaction and investor confidence. In short, growth brings both recognition and excitement.

Unlock strategies to grow your brand. Continue reading and download the complete report now.

Related guide: How to Grow Your Revenues: A Guide for Entrepreneurs | BDC

• INTRO
• Chapter 01: The Big AND The Small Of It
• Chapter 02:  The Two Small Upsides
• Chapter 03: Winning The Underdog Game
• Chapter 04: Grow with Zero-Party Data
• Chapter 05: AI Is The Big Breakthrough For
Small Brands

Number of Pages:

• 43 pages

Pricing: 

• Free