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Double-jeopardy refers to the scientific fact that brands with higher penetration have higher loyalty than smaller brands and vice versa. In other towards, penetration and loyalty are firmly linked together - it's almost impossible to change one without the other changing too, Also, the variation in market share between brands is similar to the variation in penetration.  The differences in loyalty are much smaller. For these reasons, it is widely agreed that in order to achieve significant long-term growth, a brand needs to focus on increasing its penetration.

The topic is discussed in this short video.

What to learn more? Try asking Virtual Dan White.

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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Merchandise
  • Contact