How Brands Grow: Part 2 Revised eBook
Brand sustainability comes down to two things: relevance and differentiation. Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand. The goal is to be high
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Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).