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| The Growth Challenge |
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Growth demands unwavering commitment—the Will to Grow. Senior management must rigorously emphasize, and reinforce, growth as the number 1 priority with rigorous, consistent delivery across all internal and external touchpoints. |
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Growth—for growth’s sake—is not always good. Growth can be sacrificial resulting
in short-term volume gains by compromising long-term strength. |
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| 3. |
Growth must harness the tangible & intangibles elements. Intangibles are both emotive and Identity based that connect to specific, well-defined tangible assets. |
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| 4. |
Growth requires a supportive, practicing culture. The structure and environment should encourage risk, tolerate failure, and most importantly, translate insights into institutional knowledge and effective decision making. |
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| 5. |
Growth potential must be combined with the realities of competency, economics and risk, often requiring an evolution of the company’s business model. |
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| 6. |
Growth requires a portfolio view of the brands, products and services—understanding how each major aspect influences the others. |
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| Opportunity |
| Never before has there been a greater need for Consumer Inspired Growth. |
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Lack of understanding what consumers truly value and what they will pay |
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Inability to effectively anticipate where and what to invest in for future growth |
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Traditional external growth levers are losing their impact |
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Forgoing genuine growth and instead embracing sacrificial growth
(near term volume gains which compromise long-term strength and value) |
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| Our approach can deliver enduring growth within the scope of the agreed upon company vision. It provides several disciplines, which deliver superior and enduring results, by increasing brand commitment. |
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Consumer View: Provides great clarity on who you should serve, why they are committed, and what is your true basis for advantage. |
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Benefits: Defines the essential benefit bundle (antes & drivers) required to be successful, while identifying which benefits are not relevant, all in the context of your brand’s evolution and category migration. |
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Intangibles: These are the basis for brand commitment. Depicting them, connecting them to the tangible levers and offerings that you control, and finally measuring the strength and effectiveness. |
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