Audience of One: A Book Review

At the heart of good marketing and marketing communication is a grasp of the gestalt. Of what is and what is likely to happen in the broader world of human lives and society. And good art – both the fine and the popular kind – offers us glimpses into this gestalt that while resonating with our own experience allow us to go deeper and wider in our perception of world. In this “review” series of posts I offer my brief takes on books, movies and television that I have liked and which in some way inform and further my practice as a professional strategist.

The Importance of Cumulative Advantage

Cumulative Advantage is what a brand gets when a consumer picks a brand’s product for repurchase with very little or no thought invested in the purchase. Very often brands destroy cumulative advantage to enhance competitive advantage. This is counterproductive.
While the theory of cumulative advantage works for the FMCG category the article briefly examines it’s applicability to categories like consumer electronics or auto where time between purchases is in terms of years and not weeks or months