The Growth Dilemma addresses the complexities brands face as they evolve and attract varied customer segments. Different segments bring distinct expectations, leading to challenges in maintaining brand identity and harmony. The authors identify categories of relationships between customer segments. The first type, separate communities, illustrates how brands can cater to distinct groups without causing friction. For instance, Lego successfully serves both children and adult collectors. Understanding these dynamics is crucial for effective brand management as businesses expand their reach.
"Brands face a challenge as they grow and attract diverse customer segments with differing desires, leading to potential conflicts about brand identity and purpose."
"The first relationship type is separate communities, where different customer segments may have distinct preferences that do not adversely affect each other, exemplified by Lego's appeal to both children and adult collectors."
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