How Brands Grow Part 2 Pdf < Free Forever >
“We launched the ‘Love & Loyalty’ program,” he sighed, pushing a thick report across the table. “We identified our ‘Superusers’ and showered them with rewards. We made our packaging emotional . We even ran a campaign telling people to ‘Switch Forever.’ Sales barely budged.”
| Myth | Reality | | :--- | :--- | | Grow by building loyalty | Grow by acquiring light buyers | | Create differentiation | Build distinctiveness | | Need deep engagement | Need mere, repeated exposure | | Measure love (NPS) | Measure penetration | | Target heavy users | Target the whole category | | Be memorable | Be retrievable at the moment of purchase | How Brands Grow Part 2 Pdf
She cited a study from the book: In 95% of purchase situations, buyers do not consciously ‘consider’ a brand. They just grab what comes to mind first. “We launched the ‘Love & Loyalty’ program,” he
“And you failed because you violated the ,” Maya said. “People don’t have one ‘soulmate’ brand. They have a repertoire —a shopping list of 3–5 brands they rotate through. Your job is to be on as many repertoires as possible.” We even ran a campaign telling people to ‘Switch Forever