In recent years, brand growth has become increasingly complex: expanding into new consumer segments carries the risk of clashing with the existing base, generating tensions that can undermine both loyalty and the very identity of the brand. Divergences may emerge on multiple levels – from the meaning attributed to the brand, to the audiences it serves, to the ways in which products and services are used – making the so-called “growth dilemma” all the more evident.

The aim of this session is to reflect on how to strategically manage these tensions and turn them into opportunities for consolidation and growth. Professor Wilson, author of The Growth Dilemma (2025), will introduce the innovative approach of Segment Relationship Management (SRM), a new perspective for understanding and managing relationships between consumer segments.

In particular, the discussion will explore:

• The different types of relationships between consumer segments (separate communities, connected communities, leader-follower, incompatible) and their strategic implications
• The main drivers of conflict between incompatible segments: functional, ideological, identity-based, and image-related
• Mitigation strategies: how to assess risks before they emerge and how to transform tensions into growth opportunities.