How Do Brands Grow? Not The Way You Think


Let’s look at a key question of consumer marketing – do buyers need to perceive a meaningful difference to regularly buy a brand (i.e., show preference or loyalty)?

The answer, based on evidence, is a resounding no.

Although differentiation exists, it is weak and far less important than we’ve assumed. Brands within a category do not vary markedly in their degree of differentiation, perceived or otherwise.

Given that 100 percent brand loyalty is a myth, growth needs to come from targeting the customers of other brands.


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