The playbook in brief
The Brand Growth Playbook is a free guide by Anthony Tattum, founder of Bonobo & Co, a Birmingham growth consultancy. It sets out what the evidence says about how brands grow, in B2B and B2C, and turns it into six stages, each with a 100-day plan and a number the board can watch.
For a decade, many growing businesses were told brand was a luxury. Performance marketing was measurable, so it got the budget. That view is changing, because chasing the same small pool of ready-to-buy customers keeps getting more expensive.
Most buyers aren't in the market at any one time, and when they do buy, most choose from a shortlist already in their head. Bain & Company says around 90% of B2B buyers end up buying from a supplier on their "Day 1 list". Activation converts the demand that exists today. Brand builds the demand of the next year or two. Familiar brands tend to win more often, discount less and sell faster, which shows up as lower acquisition cost, firmer pricing and a shorter sales cycle.
The Cotswold Company's investors wanted revenue to double with no increase in marketing budget. Its IPA entry estimates a short-term return of £2.69 per £1, and revenue reached £123m in the year to February 2026 (Retail Gazette). Profit Ability 2 found that 58% of advertising's profit arrives after the first 13 weeks, which is often where reporting stops looking.
01Diagnose the market
02Decide the growth opportunity
03Set the strategy
04Build memory and momentum
05Apply the messy middle
06Measure and learn, then loop back to stage one
Questions about the playbook
Who is the playbook for?
Founders, chief executives, finance directors and investors in businesses that have outgrown their marketing - PE-backed, VC-backed or founder-led.
Is it for B2B or B2C businesses?
Both. It sets out what the evidence says about how brands grow in B2B as well as B2C, and says where the two differ.
What's in it?
The evidence, what it means if you're PE-backed, VC-backed or founder-led, six stages to run in order, and a 100-day plan with a number the board can watch at each stage.
Is it free?
Yes. You just need to give a name and an email address.
What happens after I sign up?
You can download it straight away on the next page. I won't share your details with anyone else. You'll only get the newsletter if you tick the box, and you can unsubscribe at any time.
