PT  - JOURNAL ARTICLE
AU  - Anschuetz, Ned
TI  - Why a Brand's Most Valuable Consumer is the Next One It Adds
AID  - 10.2501/JAR-42-1-15-21
DP  - 2002 Jan 01
TA  - Journal of Advertising Research
PG  - 15--21
VI  - 42
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/42/1/15.short
4100  - http://www.journalofadvertisingresearch.com/content/42/1/15.full
SO  - J Advert Res2002 Jan 01; 42
AB  - Some marketers spend a great deal of time, money, and effort trying to define and target a brand's most valuable consumers among current buyers. ‘Less valuable’ consumers, however, are essential to brand health and growth. A larger percent of profitable consumers among all brand buyers is characteristic of smaller rather than larger brands. Because the average consumer buys more as a brand's franchise grows, the next consumer the brand adds will be its most valuable. Brands need to target inclusively and stand for a vivid, clear but broadly appealing benefit. A narrow, exclusive focus on the ‘most profitable’ households is a recipe for stagnation and decline, not for brand health.