How Brands Grow Part 2 Pdf =link=

While Part 1 introduced mental availability, Part 2 provides the exact diagnostic framework for building it. Mental availability is not simply "brand awareness." It is the probability that a buyer will notice, recognize, and think of your brand in a buying situation.

Emerging Markets, Services, Luxury Brands and How to Grow Them Authors: Jenni Romaniuk & Byron Sharp (Ehrenberg-Bass Institute)

However, the first book left many practitioners with a lingering question:

Consistently use your Distinctive Brand Assets across all marketing channels to build mental availability over time. How Brands Grow Part 2 Pdf

The average number of CEPs linked to your brand among those who know it.

Forget micro‑targeting, heavy‑user focus, or demographic segmentation. The book demonstrates that most category buyers are light users, and ignoring them shuts down most growth opportunities. Sharp argues that “targeted marketing” is often a distraction: the heaviest 20% of customers rarely account for 80% of sales (more like 50‑20), and heavy users naturally revert to lighter behaviour over time (regression to the mean).

Business buyers experience cognitive overload. They rely on mental shortcuts (heuristics) just like B2C consumers. While Part 1 introduced mental availability, Part 2

between How Brands Grow Part 1 and Part 2 . How Brands Grow Part 2 (2016) [Speed Summary]

You cannot fix a market share problem by trying to increase loyalty. If you want your brand to grow, you must focus almost entirely on acquiring light and non-buyers. The Duplication of Purchase Law

Your product or service must physically exist where the consumer wants to buy it. If you are a digital brand, this means being compatible with major operating systems and payment gateways. For physical goods, it means maximum retail distribution. The average number of CEPs linked to your

Broad distribution networks, partner ecosystems, and simple onboarding. 4. B2B Marketing: Applying the Laws to Business Buyers

The time or occasion (e.g., "It is Friday night after a stressful work week").

Memorable auditory cues (e.g., McDonald's "I'm Lovin' It").