How Brands Grow Quotes

“brands grow by improvements to both penetration and loyalty, though typically far more sales growth comes from gains in penetration than improved loyalty.”
― Jenni Romaniuk, How Brands Grow: Part 2 Revised eBook

“Goya Foods and Quorn are examples of marketers thinking about the category needs their brands could satisfy, and worrying less about who within the category is going to buy their brand. This thinking widened their potential markets and created sales opportunities that would have been missed if they had stuck to their ‘target’ markets.”
― Jenni Romaniuk, How Brands Grow: Part 2 Revised eBook

“America’s biggest Hispanic-owned food company, Goya Foods, began in 1936 as a specialty distributor of basic products, such as beans, to Hispanic immigrants. Today it is one of the USA’s fastest-growing food companies, introducing all sorts of Americans to a (wide) range of Hispanic-inspired food items. ‘We like to say we don’t market to Latinos, we market as Latinos’,”
― Jenni Romaniuk, How Brands Grow: Part 2 Revised eBook