Mental Availability: Not Just for Big Brands with Big Budgets
There’s a common misconception that the principles of “How Brands Grow,” by Professor Byron Sharp, (Professor at the Ehrenberg Bass Institute), only apply to big brands with massive advertising budgets.
This simply isn’t true! While large companies may dominate traditional media, the core principles of mental availability and brand growth are relevant to businesses of all sizes.
At Bamboozled, we’re passionate about helping businesses understand and step into a journey of evidence based marketing. We believe that better brand health is achievable for everyone, regardless of budget.
Debunking the Myth: Mental Availability for All
The idea that mental availability is solely achieved through widespread, expensive advertising is a misinterpretation of “How Brands Grow.“ While reach is important, it’s not just about shouting the loudest.
Here’s why:
- The laws of growth are universal: Just like gravity, the principles of brand growth apply to all brands, in all categories.
- Execution is key: Creativity and context-specific strategies are crucial, especially for smaller brands with limited resources.
- Avoid under-reaching: Don’t fall into the trap of narrow-reach marketing under the guise of “efficiency.” This limits your potential audience and hinders growth.
Gradual Reach Expansion: A Strategy for Small Businesses
Instead of aiming for 100% reach immediately, focus on gradually expanding your reach among category buyers.
- Start small: Begin by reaching a small percentage of your target audience.
- Incrementally increase: Aim for a slightly larger reach each month.
- Consistency is key: Maintain consistent efforts over time to build mental availability.
At Bamboozled, we specialise in Distinctive Brand Asset research and Better brand health tracking, helping businesses of all sizes leverage the power of principles to achieve sustainable growth.
Our services include:
- Distinctive brand asset research and testing
- CEP tracking and analysis
- Category entry point exploration & identification
- Brand health tracking and reporting
Contact us today to learn how we can help you unlock your brand’s full potential!
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