Frameworks · Build · 122

Reach beats loyalty

Be easy to think of and easy to find.

SEWe reviewed the research on it.Brand and reach

Hand-drawn diagram of framework 122, Reach beats loyalty: Be easy to think of and easy to find.
Framework 122 · in one look
How to use it

Small brands have fewer buyers, and those buyers are slightly less loyal. That pattern has held across categories for 50+ years. So be easy to think of and easy to find: distinctive codes used the same way for years, content for the moments people need you, one-tap paths everywhere.

How sure we are

S Evidence: strong. Large trials or many studies, pointing the same way.

E Evidence: built from practice. What works for coaches and practitioners. Labelled that way.

Sources

the "double jeopardy" regularity (Ehrenberg, Sharp).

Not medical, legal or financial advice.

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