Growth remains one of the most misunderstood challenges in marketing. Many widely accepted marketing practices from over-targeting narrow audiences to focusing heavily on loyalty, can unintentionally limit brand growth.

In this session, Justin Cohen, Senior Marketing Scientist at the Ehrenberg-Bass Institute, will introduce the fundamental laws of growth that underpin the Institute’s evidence-based approach to marketing.

Drawing on decades of research across markets and categories, Justin will explore the principles that consistently drive brand growth and challenge long-held assumptions about how marketing really works.

The session will unpack the critical roles of mental and physical availability, and why brands must be easy to notice, easy to buy and easy to remember in buying situations. We will also explore the importance of category entry points and distinctive brand assets, and how these tools help brands build memory structures that drive growth over time.

Designed for senior leaders responsible for growth across B2C and B2B organisations, this session will be particularly relevant for CMOs and Heads of Marketing, Brand and Strategy leaders, and business leaders with a growth mandate, as well as marketing professionals responsible for long-term brand development.

This experience will be hosted by Gita de Beer.

Following the insights session, Diageo will host a drinks reception for members from 6:30pm onwards.

About the Ehrenberg-Bass Institute

Globally recognised and considered an authority on marketing by many of the world’s biggest brands, the Ehrenberg-Bass Institute is the world’s largest centre for research into marketing. Based at the Adelaide University, it is an independent, non-profit, research Institute that can help companies make smarter marketing decisions and grow brands. The team of 60+ marketing scientists are advancing marketing knowledge, teaching marketers how marketing really works and how brands grow. Helping companies all over the world to develop and benefit from a culture of evidence-based marketing.

To understand and apply the core principles of this research into your company to drive sustainable growth, please consider one of our executive marketing programs: How Brands Grow Live, in your region.