All brands are subject to it. Even brands or categories that are bought by huge numbers of people (such as toilet paper) have a similar pattern. Just a few less zeroes.
And if you wish to grow a brand from small to large it's about increasing everybody's purchase rates a little. That will move some of the zeroes into the one purchase domain, increasing penetration.
It's like a meditation riddle. But underlying most of it is the fact that pursuing loyalty or intense brand love is a little fallacious. Most customers don't mind you, but don't think of you much, either.
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