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Annie Wilson, Ph.D.
Senior Lecturer of Marketing
Faculty Director of MUSE
Wharton School of the University of Pennsylvania
Annie Wilson is a Lecturer of Marketing at the Wharton School of the University of Pennsylvania, and co-author of The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things. Her research interests include brand marketing and navigation, consumer minimalism, and resource scarcity.
Videos / Interviews
How Brands Navigate Conflicting Customer Segments
Managing influencer marketing, identity signaling, and conflicting customer segments: why choosing a clear segment is necessary
Consumer Minimalism with Dr. Annie Wilson
Discover the importance of consumer minimalism and how to practice
Author
The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things
You always want to grow your brand, but there’s a dilemma: the more customer segments you target, the harder it becomes to avoid conflict between them. Sometimes attempts to court new customers can feel like a betrayal to your loyal base. Sometimes new customer segments rush to adopt your products and in the process unwittingly alienate your existing customers. And sometimes your growth strategy flies in the face of what your customers have decided your brand means to them. Published June 2025
Complimentary Copies Available for Attendees On-Site
Research Featured in
