"You don't spend ten years appealing to middle-aged women and then suddenly turn around and start trying to connect with 25-year-old women. You're almost certainly going to alienate the people who have an investment in your brand, and there's no guarantee you're going to be successful with the new group."
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Source: Dr. Kevin Leman (2009). “Born to Win: Keeping Your Firstborn Edge without Losing Your Balance”, p.32, Baker Books
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