Creativity + Imagination + Smarts

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Customer loyalty is largely a myth (customers are at best ‘promiscuous loyals’ – flitting fickle-like between alternative rival brands based on availability – 72% of Coke drinkers also buy Pepsi (UK)). Likewise for brand commitment – people buy brands out of habit, not commitment. The evidence-led path to growth is simple; market penetration by recruiting ever more new brand users in habitual purchase.
A summary of Byron Sharp’s “How Brands Grow” (via peterspear)
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