You will learn:
- How Brands Grow: understand key buying behaviour patterns and why building penetration is the path towards profitable brand growth.
- Grow Our Brand: learn how to make the brand come easy to mind and be easy to buy via the pillars of portfolio, mental and physical availability.
- Is Our Brand Growing: know how to measure, benchmark and track key penetration growth levers.
Save the date:
The next masterclass takes place on 11 February 2026 at 9:00. Three hours. Plenty of insights. See you there.
About Mark and Kateřina:
Mark Cichon’s core focus is on understanding how consumers buy and how brands grow in the real world.
He leverages marketing science, buyer behavior data, brand health measurement, and the learnings from the Ehrenberg Bass Institute to help marketers build an effective methodology to identify category & brand penetration growth opportunities.
Kateřina Mikulová is a Strategic Brand Architect at Unilever who helps brands grow by truly understanding the people they serve.
She combines curiosity, practical experience, and evidence-based marketing to turn consumer behaviour into strategies that work across European markets. Inspired by the Ehrenberg-Bass Institute, she brings together data, creativity and sound judgment to help brands stay distinctive, relevant and genuinely valued.
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