Managing Partner at Institut für Marketing | Research Consultant at Aimark | Strategic Insights Consultant at Europanel
The first break out is presented by Oliver Koll, Managing Partner AiMark and Europanel. Oliver will use the massive GB20 database from Europanel (covering 25.ooo FMCG brands and 500.000 households in 30 countries) to inform you about how people buy brands and which factors really drive growth. Based on this evidence Oliver will support or rewrite some of the laws presented in How Brands Grow.
MORE ABOUT THE BOOK ‘HOW BRANDS GROW’
Brand growth is on the agenda of most organizations. On the surface this sounds simple: All you have to do is sell more. At closer inspection the recommendations become more nuanced: get new buyers, reduce buyer churn, increase loyalty, focus on heavy buyers, invest in light buyers, etc. Many of these recommendations are based on […]