Uncovering Hidden Potential for Growth
Main Themes
- There is a customer choice chain for every brand. In most businesses focused on consumers, “convinced” customers represent the main source of future cash flows.
- Few companies have articulated and quantified the customer choice chain for their business. As a result, the investments they make in marketing and brand building are not earning good returns.
- Without understanding how potential and actual customers are distributed along the choice chain, managers cannot make informed decisions about which levers to apply to improve what aspects of brand performance.
- Effective strategy development and performance measurement both hinge on understanding how many people reside at each stage ...
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