Brand blurring and the role of repertoire

Your customers are really other people’s customers who occasionally buy from you. – Professor Andrew Ehrenberg, Statistician and Marketing Scientist.  Shopper repertoires can and do change over time, but are difficult to influence directly in store without promotion or ‘new news’. Knowing how your brand or product fits into repertoire is vital, but what happens when brand blurring occurs? When bookshops sell coffee and supermarkets sell credit cards? How far can you stretch your bra

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