APPLYING THE BRAND GROWTH MODEL TO DR MARTENS AND BIRKENSTOCK

Summary from the TLDR Marketing newsletter

Dr. Martens and Birkenstock have similar financials, yet Birkenstock is valued at 10X more due to its rate of growth. This author applies her Brand Growth Model to each brand, explaining both Birkenstock's higher growth outlook, as well as steps Dr. Martens can take to reverse course. The model breaks brand building into 2 phases: definition (solving a niche problem) and scaling (expanding to new customers and/or use cases). Based on this analysis, Dr. Martens should launch marketing campaigns to reach new subcultures, run a brand campaign that opens up its relevance and desirability, and seek new brand collaborations to help with both audience and distribution.