The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things

The Growth Dilemma: Managing Your Brand When Different Customers Want Different ThingsPorsches for soccer moms? Finance bros in Patagonia? Drive through Starbucks? What happens when your growth strategy creates conflict between customers? You always want to grow your brand, but there's a dilemma: the more customer segments you target, the harder it becomes to avoid conflict between them. Sometimes attempts to court new customers can feel like a betrayal to your loyal base. Sometimes new customer segments rush to adopt your products and

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