The only way to grow your brand

Byron Sharp discusses the 'double jeopardy' pattern and differentiates between the marketing understanding of what it means (bigger brands have more customers who are also more loyal).

The Only Way To Grow Your Brand

Byron SharpMarketing Science Centre

It is quite reasonable for a marketing manager to wonder about avenues to increase sales. Is it possible to get our existing customers to buy more or do we really need more customers?

This question is answered by a landmark discovery about buying behaviour that is called the 'double jeopardy' phenomenon. Double jeopardy is a simple fact that all marketing managers need to know. Put simply, it tells us that the big difference between small and large brands is that large brands have lots more customers.

In the...

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