But the story didn’t end there.
If mental availability ensures you are thought of, Distinctive Brand Assets ensure you are recognized. How Brands Grow Part 2 dedicates significant focus to the strategic management of DBAs, which include logos, colors, fonts, taglines, characters, and celebrities.
The Evidence-Based Marketing Revolution Continues Byron Sharp’s groundbreaking book How Brands Grow completely disrupted the marketing world by challenging conventional wisdom with empirical data. In How Brands Grow Part 2 , co-authored with Jenni Romaniuk, the Ehrenberg-Bass Institute extends these evidence-based principles to emerging markets, service industries, luxury sectors, and digital spaces.
It is more effective to hit 100 people once than 10 people ten times. How Brands Grow Part 2 Pdf
Your customers are actually just customers of your competitors who occasionally buy from you. True brand isolation or unique niches rarely exist. 3. Physical Availability: Being Easy to Buy
Through extensive data analysis across multiple continents and industries, the authors prove that buying behavior is governed by universal mathematical laws. Whether you are selling soft drinks in New York, enterprise software in London, or premium vehicles in Shanghai, the fundamental mechanics of market share remains identical. 2. Re-Examining the Double Jeopardy Law
Mental availability is the propensity for a brand to be thought of in buying situations. Unlike traditional "brand awareness," it is about making your brand when a need arises. Category Entry Points (CEPs) But the story didn’t end there
Identify your most unique brand assets and ruthlessly protect them. Stop changing your logos, fonts, and brand colors during creative redesigns.
: Sophisticated mass marketing that reaches all category buyers, specifically light buyers
Dangerous territory. This asset is often confused with competitors. You must either evolve it or pair it heavily with your brand name. 4. Physical Availability in the Modern Era Your customers are actually just customers of your
The book provides actionable advice on how to apply these principles in real-world marketing scenarios. Some key takeaways include:
Match your physical distribution, retail visibility, or e-commerce UX to the exact moments your buyers encounter a Category Entry Point.