People who are predicted to be more responsive to a brand’s advertising are more likely to be heavy buyers (more aware, higher recency). We know from ‘How Brands Grow’ that light and non-buyers are the key to brand growth.

Our evidence speaks for itself and is supported by validated theory and math. The way to generate greater brand penetration and repeat rate, and therefore sustain higher market share is the plan we have suggested. it is tested and proven. What you "know" is what geometry for a brand looks like that was known way before that book was written. How to best get there is certainly NOT known from any pre-existing work.