What does a 100-year-old global enterprise; a 200-year-old newspaper and a dusty old man’s toiletry brand have in common with three new billion-dollar brands?

Two things

1. They all understood the concept of rapid growth.

2. They all used Rocket Branding

Yes a little self-serving for sure, but let me explain.

Rocket Branding helped…

• Monsanto reposition its corporate brand to quickly take advantage of the new global life sciences market opportunities
• Charleston’s very own Post and Courier News find a way to bridge the paper and digital worlds without missing a beat.
• Old Spice regain brand appeal among young men (and women)
• NutraSweet and Splenda both find a way to grow rapidly across all sweetener channels
• And helped Searle /Pfizer find the way to create a whole new space to launch the blockbuster arthritis drug, Celebrex…even before it was launched.

You can certainly read the full story about each of these in my book but let me cut to the chase and talk about one thing that really fuels rocket growth.

It’s a simple concept called accelerated acceptance.

Regardless of the kind of brand we are working with (company, product or service brand), revenue growth depends on the right decisions being made by the right target and earlier rather than later. ‘Interest’, ‘awareness’, ‘preference’ are all great goals but until some one accepts the brand and plunks down the cash how can you be sure that revenue is going to happen. Taking that a step further how do you actually accelerate that acceptance. Well yes it takes a certain amount of courage and creativity but by really focusing on the right growth target and creating a brand belief (and often an emotional appeal), you can most definitely drive accelerated acceptance which will in turn drive rapid and sustainable growth.