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The central thesis remains clear: brands grow by expanding their customer base (acquisition), not by trying to force existing customers to become fiercely loyal (retention). Key Takeaways from How Brands Grow Part 2 1. The Universality of the Laws of Growth Its sequel, How Brands Grow: Part 2 ,
Whether selling corporate software or banking services, B2B brands follow the exact same Double Jeopardy asset distributions. B2B buyers have limited cognitive bandwidth; they buy from the vendor that is top-of-mind (mental availability) and easiest to contract with (physical availability). Emerging Markets The answer is yes—for three key reasons: The
"How Brands Grow Part 2" is dense, but its wisdom can be distilled into five fundamental pillars that challenge conventional marketing wisdom: