Derrick Daye - Branding Strategy Insider

•    It costs 7 times more to get a new consumer for the brand than it does to get a current consumer to make an incremental purchase. •    In some sectors, an increase in the consumer base by just one percent is otherwise equivalent to a 10 percent cost reduction. •    Depending on the category, a 5% increase in customer loyalty will lift the lifetime profits per customer by up to 95%....

"… at the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about [a] man, you can touch him at the core of his being."    -Bill Bernbach, in a speech to the American Association of Advertising ...

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