Why a Brand’s Most Valuable Consumer is the Next One It Adds
研究发现，品牌最有价值的消费者不是现有客户，而是下一个新加入的消费者。品牌应广泛吸引新客户，而非只聚焦于当前高利润客户，否则会导致停滞和衰退。
<h3>ABSTRACT</h3> Some marketers spend a great deal of time, money, and effort trying to define and target a brand9s most valuable consumers among current buyers. ‘Less valuable’ consumers, however, are essential to brand health and growth. A larger percent of profitable consumers among all brand buyers is characteristic of smaller rather than larger brands. Because the average consumer buys more as a brand9s franchise grows, the next consumer the brand adds will be its most valuable. Brands need to target inclusively and stand for a vivid, clear but broadly appealing benefit. A narrow, exclusive focus on the ‘most profitable’ households is a recipe for stagnation and decline, not for brand health.