Reaching More, Selling Less? The TURF Paradox

Brand Growth comes from Penetration, doesn't it?

Few ideas have influenced modern marketing as strongly as the principle that brands grow primarily by increasing penetration.

Research associated with Byron Sharp and the Ehrenberg-Bass Institute has challenged the traditional belief that growth mainly comes from turning existing customers into increasingly loyal buyers. Instead, the evidence suggests that larger brands generally have more buyers, including many light and occasional buyers. They do not simply have a small group of exceptionally loyal customers.

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