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Coca-Cola image

Some brands stand the test of time and continually provide a reasonable rate of return to their shareholders.  Brands like Apple, RD-40, Tabasco Sauce and Coca-Cola come to mind.  People buy these brands as if they were cults.  Other brands have a hard time just getting noticed.  However, all brands can grow with the right marketing and time to succeed, provided the offering is something the customer needs or wants.  In part 6 of our 7 part series, Marketing to Attract New Customers, we look at reasons why your brand may not be growing. 

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classic drama theatre masks in 3D

Some colleagues were putting together a presentation for a client the other day when one referenced the 1% Thin Theory.  I don’t like 1% of anything, especially in terms of growth, however, the point made sense to explain the team's projections.  The 1% Thin Theory is a conservative estimate of aggregate target market respondents. It's great science and fairly accurate.  However, if you want that 1% to respond, your creative better be different, otherwise, your brand won’t grow.  In part 3 of our series, Marketing to Attract New Customers, we identify the top three ways to be different in a crowded marketplace.  

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