Don’t put all your eggs in one basket

Brands should focus on attracting new customers rather than trying to retain old ones, says Jenni Romaniuk, co-author of How Brands Grow

30th April, 2017
Jenni Romaniuk, co-author of How Brands Grow

Brands shouldn’t waste time on keeping customers for life but rather focus on attracting new ones, according to Jenni Romaniuk, co-author of How Brands Grow, a book detailing decades of research on marketing.

The Australian, who is associate director at the Ehrenberg-Bass Institute – the world’s largest centre for research into marketing – said that many companies focus too hard on retaining customers, at the expense of attracting new ones.

“As...

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