Do brands grow via loyalty or penetration?
It’s an age-old debate: acquire new customers, or try to get current customers to buy more?
Let’s look at Dove, one of the very very few global grocery brands to post 10 straight years of growth.
Are People Actually Brand "Loyal"?
Bain & Co got some panel purchase data from Kantar in the UK. It covered everything from beer to clothes to hotels to jewellery.
And in every category, most people bought from a “repertoire” of brands over the year or so, not just their favorite. You know: a little Cadbury chocolate, but also some Dove, and maybe some Tony’s too. A Coach clutch,but a Burberry one too.