Does travel ‘consumption’ follow brand laws?
Unless you have one client and it’s the Dept of Defense, you probably have a banana curve of buyers. It might be when measured over years for B2B accounts, or for weeks for coffee shops. But it’s quite the universal pattern.
Do Small Brands Follow the Law of Double Jeopardy?
Small brands are weird. How weird are they?
In the kombucha category, f’rinstance, big brands like GT’s have higher penetration AND higher ‘loyalty’.
This is the Law of Double Jeopardy. It’s an empirical regularity, with nice equations that predict it quite, uh, nicely.
Do platforms “own” their users?
TL;DR: Nope.
As a sequel to last week’s post (Do brands “own” their buyers?), here’s another set of cross-usage data. This time for social media.
We like to think we “own” our users. Or that “our” users are totes not like “their” users. Pinterest vs LinkedIn. Facebook vs Snapchat.
But it’s more complex than that.
Do we “own” our customers?
We often like to think we “own” our customers.
That “our” buyers are totes not like “their” buyers.
Coke vs Pepsi. Coach vs Chanel. Home Depot vs Lowe's.
But it mostly ain’t so.