How Understanding Customer Segments Helps Brands Grow Stronger

EPISODE OVERVIEW Wharton marketing lecturer Annie Wilson explains how brands face challenges when different customer segments have incompatible expectations. In her and Tyler Wry's book, The Growth Dilemma, they highlight how segmentation, identity signaling, and brand architecture affect long-term growth. The conversation explores frameworks for managing segment relationships, the risks of ignoring value-based segmentation, and how AI can assist in identifying emerging conflicts.

PODCAST OVERVIEW Every day, business scholars answer pressing questions in their research - but what do their insights mean for you? In this podcast, Wharton faculty dive into what inspired their studies and how their findings resonate with the world today. Learn how research insights translate into knowledge you can use, with host Dan Loney.

Learn more at http://whr.tn/rippleeffect.

#GrowthMarketing #MarketingStrategy #BrandGrowth #Segmentation #BrandBuilding ----- The Wharton School of the University of Pennsylvania is committed to sharing its intellectual capital through Knowledge at Wharton, the school’s online business analysis journal.

Launched in 1999, Knowledge at Wharton offers free access to:

- Articles, podcasts, and videos highlighting Wharton faculty research and analysis of current business trends - Interviews with book authors from Wharton School Press - In-depth series of curated content like Wharton Executive Education’s Nano Tools for Leaders - A searchable database of more than 10,000 articles covering all aspects of business - A weekly newsletter that delivers Knowledge at Wharton insights directly to your inbox

Visit the Knowledge at Wharton homepage: https://whr.tn/3qUpSBE Subscribe to the Knowledge at Wharton YouTube channel: https://whr.tn/3DEAgAU