For decades, the myth of brand growth requiring deep brand love & loyalty has been peddled by brand & research agencies. However, the evidence suggests, much of the loyalty we see is, as Bob Hoffman says, “nothing more than habit, convenience, mild satisfaction, or ease of availability”. Think about your own behaviours. When you go […]
Author Archives: Richard Bambrick
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Jun
Jun
Bananas can teach us marketers many things… 1. HOW BRANDS GROW Most brands buying pattern follows a banana shape, with a few heavy buyers and lots of light buyers. To grow, brands need to focus on recruiting light buyers. See “Eat your Greens” by Wiemer Snijders at The Commercial Works for more …https://lnkd.in/e8dxmhCr). 2. DISTINCTIVENESS Bananas are […]
15
Jun
Jun
Mental Availability Brand Health Tracking Many a brand/marketing manager is focussed on what they want their brand to be perceived by customers e.g. adjectives like modern, cool, authentic, desirable, technical, stylish are common…. While these kind of attributes may be useful to think about, they often make the assumption that your brand is going to […]
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