Topic Progress:

In our Purchase Curve graph, the typical¬†phenomenon occurs that smaller Brand A sticks to short term communications, serving it’s ‘heavy buyers’. This makes sense of course, because these customers are mostly well known (research, online measurments) and this group delivers good revenue. Bigger Brand B however ads longer term communications to the mix, serving it’s ‘light buyers’ as well. By doing so Brand B reaches all category buyers (also those that do not have any intent yet) and builds memory structures / mental availability too.