<i>&gt;Applying a statistical analysis to sales data, he demonstrates that the majority of any successful brand’s sales comes from “light buyers”: people who buy it relatively infrequently. Coca-Cola’s business is not built on a hardcore of Coke lovers who drink it daily, but on the millions of people who buy it once or twice a year. </i><p>Having not read the book referenced, I haven&#x27;t seen the data. But this seems to go against the Pareto Principle AKA 80&#x2F;20 Rule which suggests 80% of your sales come from 20% of your (heaviest) customers, and against my own anecdotal experience as a marketer.