The Secret to Brand Growth? Mental and Physical Availability
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This presentation covers the importance of mental and physical availability, the key to brand success. Are customers thinking of your brand and are they able to access it when they’re thinking of it? Brands largely compete not in terms of differentiation or even product offering, but in terms of mental and physical availability. When a brand is strong in those two regards, more people can more easily buy it in more situations.
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The Secret to Brand Growth? Mental and Physical Availability
- 3. Wetookascientificapproach tomarketingto unlockthe truthbehindbrandgrowth. Check out our blog post here.
- 6. Let’sbegin.
- 7. AVAILABILITY
- 9. the breadth and depth of your distribution in time and space MENTAL AVAILABILITY PHYSICAL AVAILABILITY Brandscompeteintermsof: the probability of a consumer noticing, recognizing, and thinking of your brand in a buying situation
- 10. Mental availability extends beyond brand awareness: it depends on the quality and quantity of a consumer’s mental structures. Anoteonmentalavailability
- 12. “Makeyourbrandeasiertoaccessin consumermemoryinmorebuying situationsandformoreconsumers.” — Byron Sharp, How Brands Grow
- 13. — Create distinctive assets — Get noticed — Continuously reach potential buyers — Refresh brand-linked memories — Be consistent Howtoincreasementalavailability
- 14. Physical availability is a supply chain problem: how can brands get their product physically in front of their consumer wherever they are, right when they want it? Anoteonphysicalavailability
- 16. “Thoughbrandsmayclaimtohave achieved100%availability,nobrand hasactuallyaccomplishedthisyet.” — Byron Sharp, How Brands Grow
- 17. — Supply all desired pack types and sizes — Keep stock levels high — Expand into new geographical locations Howtoincreasephysicalavailability
- 18. THE CONSUMER
- 20. begin searching through a set of options but stop once a preference meets immediate needs OPTIMIZE SATISFY Consumerscanoptimizeorsatisfypreferences: search through an entire set of options until absolutely certain a specific preference has been met
- 23. “Asitturnsout,consumerstendto satisfytheirneedsinstead.Inother words,theysettlefor‘goodenough’.” — Byron Sharp, How Brands Grow
- 24. It isn’t because the brand is differentiated, but because an emotional response has been triggered. They’ve browsed a few options and will impulsively go with the one that elicited some sort of internal response. Thisexplainswhycustomersbuyintoabrand
- 28. THE WRAP-UP
- 29. Whathavewelearned? 1. Brands need to be mentally and physically available This enables more people to more easily buy your brand in more situations.
- 30. Whathavewelearned? 1. Brands need to be mentally and physically available This enables more people to more easily buy your brand in more situations. 2. Customers tend to settle for “good enough” Brands need to trigger an emotional response to be the brand consumers settle for.
- 31. Youcanreadthefullstoryonhowto growyourbrandonthePercolateblog: The Secret to Brand Growth? Mental and Physical Availability
- 32. Percolate is The System of Record for Marketing. Our technology helps the world's largest and fastest-growing brands at every step of the marketing process. Want to learn more? Contact learn@percolate.com for more information or request a demo today at percolate.com/request-demo Kat Gebert Kat Gebert is on the Product Marketing team at Percolate.