Targeting on ‘fans’ and / or ‘intent’ generates short and mid term revenue. Sustainable brand growth comes from targeting the market.

For Coca Cola around 25% of annual revenue comes from people who buy the brand once every six years.

Big brands have more customers that are slightly more loyal. Small brands have fewer customers that are slightly less loyal. This ‘marketing law’ is called Double Jeopardy.

Once a fan, always a fan.

Loyalty is everywhere. It is substantial. For growth we should mainly focus on loyalty because that is where the most revenue comes from.

Category buyers often buy multiple brands –  nothing new. There are however patterns in duplication of purchase: brands have a ‘fixed’ penetration in client bases of other brands, depending on their market share.

Client bases of different brands look alike. So if you know category media behaviour you know where to reach buyers of all brands. Regional differences however have to be taken into account – depending on the penetration of the brands (ie retail brands).