No brand’s Land

Many brand managers will gladly spend a considerable amount of time (and money) working to claim a certain customer target group or segment as “their” customers. And, ironically, many of that brand’s competitors might call the exact same cohort of people “their” customers, too.

Yet, even the most ‘loyal’ customers are highly promiscuous. A quick comparison of brand- vs. category transaction frequency, or a fleeting glance at switching behaviors and repeat rates should clear things up.

Most brands merely share customers for a number of transactions within a category.

Thus, rather than trying to claim “their” customer target, every brand should have a set of strategies and tactics in place to constantly gain (and re-gain) customers’ share of metrics, such as -memory, -attention, -engagement, -wallet, -occasions.