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S2, Ep3: Jenni Romaniuk On Her New Book, Better Brand Health
That's What I Call Marketing
Growing Your Brand, You Need More Customers
Growth is about changing the size and not the nature of your customer base. If you are a small brand or a big brand, the profile of customers you have will be largely the same unless you introduce some artificial constraints on who you recruit. The person who buys one time only buys you once. They're actually worth exactly the same potential as actual buying. And so we see this everywhere around, and this is the law that Andrew Ehrenberg founded which is the brand user profiles hardly differ law.
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