Nobody's Thinking About You (Yet): The Uncomfortable Science of How Small Brands Grow

Located in the Planetarium 

Drawing on the largest evidence base in marketing (data from the Ehrenberg-Bass Institute), this session unpacks why small, challenger brands grow through penetration, not loyalty. We'll discuss why 95% of your market isn't shopping today and what to do about it and how to build brand affinity on a budget that can't afford brand marketing; You'll leave with a diagnostic for the most expensive mistake entrepreneurs make: a brand demand problem masquerading as a performance problem.