Is ‘reach’ and ‘light buyers’ the only way to grow your brand?
Here is what Apple did.
In 2016, they had c308 million product sales with c855 million customers
In 2020, c1.06 billion products sales with c990 million customers
16% increase in customer base
344% increase in unit sales
Every company grows in different ways, depending on so many factors including product mix, sector, life stage and existing brand salience.
Never a one-size fits all.