Strategy

All brands can achieve double digit growth. Leaders who create strategies based on incorrect assumptions stand in its way.

Science clearly shows that 100% brand loyal customers are either light category users (I don't drink, but at Christmas I'll have a Bud) or freaks ('What? No Bud? I'm leaving!'); yet 85% of experienced packaged goods marketers thought 100% loyal customers their most valuable.

Making the aquisition of new customers your goal will help you out grow the competition.