The Growth Dilemma highlights the challenges brands face in managing relationships as they expand and serve increasingly diverse customer segments. Authors Annie Wilson and Ryan Hamilton outline how different customer groups often have conflicting needs and expectations, leading to potential brand identity conflicts. Their book presents five key insights into how brands can effectively navigate these complexities, including identifying distinct relationship types among customer segments, such as separate and connected communities. This understanding is crucial for maintaining brand integrity while fostering growth.
As brands grow and attract new customer segments, they must navigate the Growth Dilemma, managing conflicting desires of diverse customer groups.
The Growth Dilemma emphasizes the challenge brands face as they expand: balancing differing needs and expectations from new customer segments.
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