Learning from Experience: How Customers are Won and Lost and the Implications for Brand Management

Acquiring and retaining customers is what business is all about and many believe that good branding is crucial. But in this brief we show that brand is a consequence, rather than a cause, of sales performance. Customer experiences independently determine both revenue behaviours, like acquisition and retention, and brand perception. Accordingly, this brief calls for fundamental changes to how companies formulate their retail strategy, including how brands are measured and managed.

Learning from Experience: How Customers are Won and Lost and the Implications for Brand Management