For new brands, the focus should be on building a broad customer base quickly by appealing to light buyers in the category, rather than trying to build a niche premium brand immediately. The goal is mass appeal, even for premium products. Understanding the Demand for a "PDF Free" Version

Get instant access to the PDF version of "How Brands Grow Part 2" by Byron Sharp and Mark Ritson. Learn the latest strategies and insights on branding, marketing, and growth.

The first book, "How Brands Grow", introduced the concept of the "four laws of brand growth":

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You need to offer variations, sizes, and price points that match different buying situations. Application Across Industries

I can provide a customized breakdown of the specific Ehrenberg-Bass laws that apply directly to your market. Share public link

Link your brand to as many distinct CEPs as possible to capture a wider audience. Building Distinctive Brand Assets (DBAs)