{"product_id":"the-growth-dilemma-managing-your-brand-when-different-customers-want-different-things-annie-wilson-by-ryan-hamilton","title":"The Growth Dilemma Managing Your Brand When Different Customers Want Different Things  Annie Wilson By Ryan Hamilton","description":"\u003cdiv class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\" data-expanded=\"true\"\u003e\n\u003cdiv class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\" data-expanded=\"true\"\u003e\n\u003cdiv data-expanded=\"true\" class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\"\u003e\n\u003cdiv class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\" data-expanded=\"true\"\u003e\n\u003cdiv data-expanded=\"true\" class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\"\u003e\n\u003cdiv class=\"a-expander-content 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a-expander-content-expanded\"\u003e\n\u003cdiv class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\" data-expanded=\"true\"\u003e\n\u003cdiv data-expanded=\"true\" class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\"\u003e\n\u003cdiv class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\" data-expanded=\"true\"\u003e\n\u003cdiv data-expanded=\"true\" class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\"\u003e\n\u003cdiv class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\" data-expanded=\"true\"\u003e\n\u003cdiv data-expanded=\"true\" class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\"\u003e\n\u003cdiv class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\" data-expanded=\"true\"\u003e\n\u003cdiv 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tabindex=\"-1\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph__widthConstrained\"\u003e\n\u003cdiv class=\"BookPageMetadataSection__description\" data-testid=\"description\"\u003e\n\u003cdiv class=\"TruncatedContent\" tabindex=\"-1\"\u003e\n\u003cdiv data-testid=\"contentContainer\" class=\"TruncatedContent__text TruncatedContent__text--large TruncatedContent__text--expanded\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph__widthConstrained\"\u003e\n\u003cdiv data-expanded=\"true\" class=\"a-expander-content a-expander-partial-collapse-content a-expander-content-expanded\"\u003e\n\u003cdiv class=\"BookPageMetadataSection__description\" data-testid=\"description\"\u003e\n\u003cdiv class=\"TruncatedContent\" tabindex=\"-1\"\u003e\n\u003cdiv data-testid=\"contentContainer\" class=\"TruncatedContent__text TruncatedContent__text--large TruncatedContent__text--expanded\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph__widthConstrained\"\u003e\n\u003cdiv data-testid=\"description\" class=\"BookPageMetadataSection__description\"\u003e\n\u003cdiv class=\"TruncatedContent\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"TruncatedContent__text TruncatedContent__text--large TruncatedContent__text--expanded\" data-testid=\"contentContainer\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph__widthConstrained\"\u003e\n\u003cdiv data-testid=\"description\" class=\"BookPageMetadataSection__description\"\u003e\n\u003cdiv class=\"TruncatedContent\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"TruncatedContent__text TruncatedContent__text--large TruncatedContent__text--expanded\" data-testid=\"contentContainer\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph\"\u003e\n\u003cdiv class=\"DetailsLayoutRightParagraph__widthConstrained\"\u003e\u003cspan class=\"Formatted\"\u003e\u003cb\u003ePorsches for soccer moms? Finance bros in Patagonia? Bud Light Pride cans? Drive-through Starbucks? What happens when your growth strategy creates conflict between customers?\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eYou always want to grow your brand, but there's a the more customer segments you target for growth, the harder it becomes to avoid conflict. Sometimes you do such a good job building a loyal following that attempts to court other customers feel like betrayal to your core. Sometimes, a segment adopts your products without you targeting them, alienating your existing customers. Sometimes, your growth strategy flies in the face of what people have decided your brand means to them.\u003cbr\u003e\u003cbr\u003eWelcome to \"the conflict zone,\" where brands must navigate these incompatibilities to achieve growth—or face losing customers rather than growing. How did Supreme's attempts to cross over cost the brand its coveted reputation among skateboarders? How did Apple lose one of its most devoted customer bases when it updated a piece of software? What does Gucci do when the cast of\u003cspan\u003e \u003c\/span\u003e\u003ci\u003eJersey Shore\u003c\/i\u003e\u003cspan\u003e \u003c\/span\u003estarts toting their handbags around?\u003cbr\u003e\u003cbr\u003eMarketing experts and professors Annie Wilson and Ryan Hamilton answer these questions, and through dozens of cases provide insight into how brands can drive growth by attracting new segments without alienating or losing their current customers. With a fresh, simple framework for growing without imploding, Wilson and Hamilton show you how to recognize when you're heading for the conflict zone, how to steer clear of it, and what to do if you find yourself in it.\u003cbr\u003e\u003cbr\u003eHere you'll find a better way to strategically select new target markets and evaluate, monitor, and manage multiple customer segments.\u003cspan\u003e \u003c\/span\u003e\u003ci\u003eThe Growth Dilemma\u003c\/i\u003e\u003cspan\u003e \u003c\/span\u003eis your road map to brand growth.\u003c\/span\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv data-testid=\"genresList\" 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Genre","offers":[{"title":"Soft Cover","offer_id":47505215520988,"sku":null,"price":25.0,"currency_code":"AED","in_stock":true},{"title":"Hard Cover","offer_id":47505215553756,"sku":null,"price":30.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0809\/2044\/5148\/files\/10_49464cb5-79a1-444b-85d4-6c09f2309eb2.png?v=1769700025","url":"https:\/\/widegenre.com\/products\/the-growth-dilemma-managing-your-brand-when-different-customers-want-different-things-annie-wilson-by-ryan-hamilton","provider":"WideGenre","version":"1.0","type":"link"}