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Indeed a good question but seems difficult to answer. Being a marketer, a big brand makes sure not to forget its customer because that’s the key to its revenue generation. In fact, it is the only way how brands survive. To understand the logic, ask it to yourself why brands keep on innovating? You’ll find the answer.

As I always try to make things simpler, let me give you a food for thought. A big brand is one which must be at its maturity level in PLC, right? A smarter brand would be the one which never forgets that the next stage is “Decline”. These are the big brands, they know they have to keep up with the hopes of its customer, once the hopes dry up; the brand is out of the consideration set. In fact,

Because habit brings in the revenue and desire caters to the potential customers. A Big brand has to cater both simultaneously.