How Aperol Spritz utilised Distinctive Brand Assets and Category Entry Points to drive growth Aperol is a quintessential liquor, notorious for it’s distinctive bright orange liquid colour in glass and flavour profile that combines bitter, sweet & tangy notes made from a secret recipe of bitter and sweet oranges, rhubarb and other herbs & roots. […]
Author Archives: Richard Bambrick
Brand Growth, Category Entry Points CEPs
MENTAL AVAILABILITY: NOT JUST FOR BIG BRANDS WITH BIG BUDGETS
16
Dec
Dec
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 […]
16
Dec
Dec
Cluedo’s Red ‘U’: A Masterclass in Distinctive Brand Assets Unlocking the Power of “Meaningless” Elements with Jenni Romaniuk and Byron Sharp Why is the ‘U’ in Cluedo red? This seemingly trivial question, posed by my six-year-old son, sparked a fascinating exploration into the world of distinctive brand assets and the profound impact they have on […]
13
Dec
Dec
How Folly Farm Used CEPs to Grow: A “How Brands Grow” Case Study Proving Byron Sharp’s Principles Work for Small Businesses Too! Want to know how to achieve better brand health and drive business growth? Look no further than Folly Farm Adventure Park and Zoo! This Pembrokeshire gem provides a real-world example of how a […]
05
Dec
Dec
A Bamboozled Guide to Category Entry Points Common practice in marketing is to segment the market into distinct groups of people based on their attitudes, behaviours and/or demographics to enable effective targeting, positioning and execution – we prefer Category Entry Points… But what if there’s a better way? Introducing Category Entry Points (CEPs) CEPs […]
06
Dec
Dec
Salesforce’s success ingredients break the B2B norm – rather than rational product centric messaging, their comms centre around Distinctiveness & CEPs
10
Oct
Oct
Distinctive Brand Assets: An Introduction Distinctive brand assets are non-brand-name elements that can trigger the brand name into memory for category buyers. They can be audio, verbal, or visual, and they play a vital role in getting brands thought of in buying situations (Mental Availability). What makes for strong distinctive assets? Recognition: Brand assets need […]
08
Aug
Aug
Jenni Romaniuk‘s book ‘Better Brand Health’ recaps 3 laws of brand growth & highlights their implications for brand health tracking. Click here to view the video version 🥇 Double Jeopardy Brands grow mainly by adding more buyers to their customer base in each time period, not by growing loyalty. When brands grow, a bi-product is […]
02
Aug
Aug
Better Brand Health: The case for brand health tracking This is a speed read version of Jenni Romaniuk’s book “Better Brand Health”. It is a foundational piece for our brand health tracking here at Bamboozled. Hopefully this series is a nudge to reading it yourself (as there’s no replacement for that) or speaking to us […]
28
Jul
Jul
Distinctive Brand Assets – Andy Freight Distinctive Brand Assets are triggers for the brand in people’s memory. They come in many forms – jingles, music, stings, straplines, logos, colours, patterns etc. The work of Jenni Romaniuk, Ella Ward, PhD, Dr Virginia Beal, William Caruso at the Ehrenberg-Bass Institute has helped brand managers better understand the role and importance […]
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