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Why are Small Insurgent Brands Growing?

Headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’; some articles go as far as predicting the demise of big brands altogether. Big brands need to look beyond the hype and hysteria. This starts with understanding how the threat of small insurgents varies by category and country, as we posted on last week.

In this post we look at better understanding the growth drivers of insurgent brands, to inspire an effective response.

A final post will look at how big brands can fight back.

We draw on new research we recently including a global quantitative survey of 100+ senior marketing professionals and research with 800 consumers in France, UK, India and the USA.

Read the full article here.

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