“Most marketers, like you, believe in the —that people start as strangers, become buyers, then climb to ‘loyal fans’ who buy only you. But the data tells a different story.”
Maya smiled. “You stopped trying to change human behavior and started accepting it. That’s the secret of Part 2.” Maya sent Leo a final note, summarizing the immutable laws from How Brands Grow: Part 2 : How Brands Grow Part 2 Pdf
“Make the brand easy to buy everywhere your buyer might be. Not just your ‘premium channel.’ Everywhere. If they can’t find you, they can’t buy you.” “Most marketers, like you, believe in the —that
“Are for you, not for them,” Maya finished. “What drives growth is distinctiveness , not differentiation. You don’t need to be better. You need to be more often noticed and more often remembered in buying situations.” That’s the secret of Part 2
“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.”
“Your ‘Love & Loyalty’ campaign asked people to think hard,” Maya said. “That’s exhausting. Instead, run simple, repetitive ads that link your brand to a buying situation. ‘Need a ride? Uber.’ ‘Running low? Colgate.’ That’s it.” Leo’s phone buzzed—his creative team asking for a “unique selling proposition.”
Leo frowned. “So we should ignore our loyal customers?”