The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things
by Annie Wilson, Ryan Hamilton
Porsches 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 in the process unwittingly alienate your existing customers. And sometimes your growth strategy flies in the face of what your customers have decided your brand means to them.
