In this episode, Brand Strategist Jack Ferguson hosts Strategic Growth Architect Mats Georgson, former Global Brand Director at Sony Ericsson, to discuss how brands achieve large, sustained growth and how most category-based thinking caps it.
Mats was the first marketer to work on Bluetooth, giving him deep, practical insight into rapid global adoption, and years later completed a research project analysing how 150 brands achieved disproportionate growth. Together, Jack and Mats explore why some brands defy gravity, while others struggle to break free of their category constraints.
Jack and Mats discuss:
- How brands grow via Demand Point Constellations
- How the iPhone leveraged demand points to grow
- Launching Bluetooth and the story behind its overwhelming success
- How Mats saw a client quickly jump 20% in revenue without advertising
- Uber’s Demand Point Constellation
- How to escape the gravitational pull of a category
- Why innovation is hard for marketers and what can be done about it
- Why few brands grow primarily through gaining market share
- The problem with comms and advertising being asked to do things they can’t do
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