Marketing Mistake #76: Befriending Everyone

April 27th, 2011 Written by

The average Facebook user has 130 friends. Making friends on social networking sites can be very addictive. It’s not uncommon for individuals to have hundreds of “friends” or, more accurately stated, “acquaintances”. But, Challenger Brands understand the importance of real and meaningful connections and that they cannot be all things to all people. You want to be close enough for the connections to translate into referrals, both business and personal, which are often times intertwined.

According to the theory proposed by Robin Dunbar, professor of evolutionary anthropology at the University of Oxford, there is a cognitive limit to the number of individuals with whom one person can maintain stable relationships. While the professor doesn’t propose an exact value, there exists a so-called “Dunbar Rule”, which has been estimated at 150 people. Challenger Brands are aware of this and, therefore, “offer more value” to their limited and meaningful contacts. Are you a Challenger Brand?

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