How memorable is your brand?

I’ll continue thinking about brands, businesses and growth, by now considering measurement.

We know that to successfully grow brands you need to win the battle for mental availability in your consumers mind by creating a compelling expectation and the battle for physical availability on retail shelves y delivering a distinctive experience.

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So how can we measure mental availability, the quality and quantity of the consumers expectation?… Read more

How to grow your brands- physical availability

Over the past months I have been describing the background research to marketing’s new research-based paradigm. And last week i described how to grow through increasing mental availability- by creating a compelling expectation in the mind of the consumer.

Now, I’ll describe HOW you can use these insights to grow your brands and your business by winning the in-store battle, the battle for the shoppers basket thus delivering a compelling experience.… Read more

How to grow your brands- mental availability

In the last few weeks, I have been focusing on dispelling some of the biggest marketing growth myths

  • the myth of focusing on building loyalty
  • the myth of focusing on the heavy buyer
  • the myth of focusing on being different
  • the myth of focusing on the satisfied customer

And have challenged these myths using Byron Sharp and colleagues new research based paradigm.… Read more

Increasing Penetration is all about mental and physical availability

Welcome central summary blog post in my series dispelling marketing myths.

Throughout this series, I have identified a number of marketing myths, using data primarily from Byron Sharp’s publications and recent Asian research to show why these myths are false. This post will act as a summary emphasising that to grow businesses and brand owners need to understand the importance of mental and physical availability, and tie together everything we’ve learned so far.… Read more

Marketing is all about Growth, and growth is about increasing Penetration

We are nearing the end in my series dispelling marketing myths by looking at what the focus on your business marketing should be.

Throughout this series, I have identified a number of marketing myths, using data primarily from Byron Sharp’s publications and recent Asian research to show why these myths are false. This post will present an alternate paradigm to grow your business.… Read more