Sublime

brands vary more in percentage of weekly visitors (penetration) than frequency of weekly visitation (loyalty).

Underpinning this overall distribution are the different distributions for buyers and non-buyers

For managers of bigger brands – You get an unduly ‘rosy’ view of your own brand’s performance and a reduced ability to detect competitive threats early. •For managers of smaller brands – You get an unduly negative view of the brand’s current performance relative to bigger competitors, and risk stopping effective marketing activity due to this

Design for the category, analyse for the buyer, report for the brand.

Finally, we must mention a dangerous yet common idea. The idea is that in order to stand out and attract attention, brands should be constantly striving to look different, to employ whacky eye-catching colours, shapes and gimmicks. Some people think this is what it means to be distinctive. This idea leads to dangerous behaviours of regularly