The brand’s smart strategy uses the personal stories of its celebrity evangelists to pitch health benefits of plant-based eating.
When your product or brand is associated with a dramatic lifestyle change, it can be tough to diversify your audience and customers beyond the true believers. Of course, for a lot of brands, the enthusiasm of those fans can be enough to sustain. However, if your goal is to actually change the world, you need to broaden the tent to fit in as many people as possible.
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