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 […]
Category Archives: Uncategorized
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 […]
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 […]
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 […]