Sublime

an advertisement that reaches 10% of the brand’s non-buyers is probably also likely to reach around 20–30% of the brand’s buyers.

The flipside of pricing power is buying power : to what extent can a buyer get the desired prices from his or her suppliers ? In

CEPs

Spontaneous Brand Awareness changes could be buyer dominant (32%), non-buyer dominant (24%) or both (44%).

meritocracy.

If the brand is not good value, it is not poor value; rather, it is just many category buyers, particularly the brand’s non-buyers, do not have an opinion.

Another managing partner, well informed about a variety of professions, observes that “professional service firms are managed in one of two ways: badly or not at all.”

The link between the attributes and brands – how to measure this relationship?

brand non-buyers,