鈥淟ook at your category,鈥� she said. 鈥淏ig brands have two advantages: (market penetration) and slightly higher loyalty . Small brands have fewer buyers and their buyers are slightly less loyal. That鈥檚 Double Jeopardy.鈥�
Maya laughed. 鈥淧art 2鈥檚 most controversial finding: Why? Because most buyers can鈥檛 tell the difference blindfolded. And they don鈥檛 care.鈥� How Brands Grow Part 2 Pdf
She cited a study from the book: In 95% of purchase situations, buyers do not consciously 鈥榗onsider鈥� a brand. They just grab what comes to mind first. 鈥淟ook at your category,鈥� she said
鈥淵our 鈥楲ove & Loyalty鈥� campaign asked people to think hard,鈥� Maya said. 鈥淭hat鈥檚 exhausting. Instead, run simple, repetitive ads that link your brand to a buying situation. 鈥楴eed a ride? Uber.鈥� 鈥楻unning low? Colgate.鈥� That鈥檚 it.鈥� Leo鈥檚 phone buzzed鈥攈is creative team asking for a 鈥渦nique selling proposition.鈥� That鈥檚 Double Jeopardy
鈥淧enetration is up 12%. Our 鈥榣oyalty鈥� metric (share of requirements) actually rose 鈥攂ecause more people buy us casually now. The Double Jeopardy trap reversed.鈥�
