Here's an overview of Jared Schrieber's thinking:
Brand growth comes more from winning purchase occasions than from winning more customers.
Focus on winning specific usage occasions, especially those that can grow the category as a whole.
Brand growth comes first and foremost from delighting consumers when they use it so that they repeat purchase more often and provide social validation, helping to recruit new buyers.
Show retailers how your brand would enable them to make more money in order to expand distribution - the greatest differentiator between brands that grow versus those in decline.
Heavy category buyers are the canaries in the coal-mine. Their behaviour shifts indicate which brands are about to strike gold and which are vulnerable. Winning brands hold on to heavy category buyers each year much more effectively than losing brands.
Jared's growth framework is depicted via his "Brand Growth Flywheel’ (see left).
The database for these recommendations comes from CPG receipt scanning data across one billion shopping trips, along with a database of all brand advertisements, retail promotions and brand equity tracking. This might or might not generalize to other types of businesses.