When less is more
Customer research using the MindCloud technique can reveal valuable insights into brands' strengths and weaknesses
Service brand marketers generally assume that more distribution is always a good thing. It makes the product or service in question more widely available and encourages and facilitates greater usage of their brands. In reality, this simple 'truth' actually hides a good deal of complexity.
Here, I will demonstrate through original commissioned research that this complexity is important for marketers to understand. I will show, perhaps not surprisingly, that distribution can generate share for the brand that is...