How Insurgent Brands Are Rewriting the Growth Playbook

By Brian McRoskey, John Blasberg and Charlotte Apps

These small brands now capture more than their share of the growth—and no category is immune.

Upstart insurgent brands have met changing consumer needs more quickly than major brands. As a result, they have been capturing a significant share of the growth in consumer goods.
Based on our research, no consumer product category is immune. And insurgent brands aren’t going away, so incumbents will need to understand what makes them successful and how to compete.
Three critical steps that incumbents can take to stay in the game are finding new ways to leverage their scale, adopting a nimble mindset and becoming the acquirer of choice for insurgent brands.

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