Well, that phrase couldn’t be more true when it comes to the number of times I’ve observed clients make new customer acquisition the priority and strategic center for brand marketing campaigns.

There’s a natural allure and nearly reflexive assumption embedded in marketing-think that recruiting new followers and believers to a brand is the first order of business. Reach new customers and then sell more product, right?

Well, at the risk of making a heretical statement from an agency executive, I say no.

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