May 4, 2025

In B2B marketing, people often overestimate how many people actively reject a brand and underestimate how many simply don’t know it exists. The real challenge isn’t rejection. It’s obscurity. According to research from the Ehrenberg-Bass Institute, lack of brand awareness is a far greater barrier to growth than negative perceptions. That means trying to shift […]

This chart from the Ehrenberg-Bass Institute shows the long-term impact on sales and it’s a warning for marketers pushing for short-term savings by cutting media spend. Brands that stop advertising see a steady, prolonged decline in sales over several years. Small and medium brands are hit the hardest, but even big brands aren’t immune. There’s

It’s easy to say, “We need more revenue,” But where exactly should that growth come from? New research from the Ehrenberg-Bass Institute breaks it down with data and challenges some common assumptions about buyer behavior and growth focus. According to a recent article in Marketing Letters (May 2023), here’s how brand sales and growth potential