Brands do not grow by creating deep emotional manifestos or forcing consumer loyalty. They grow by making the brand easy to buy. This requires a dual focus on mental and physical availability. 1. Mental Availability (Brand Salience)
The majority of any brand's sales volume comes from a massive tail of . Heavy buyers are already buying as much as they can. Marketing must reach the entire category, especially those who rarely think of your brand. Building Mental Availability How Brands Grow Part 2 Pdf
So, when you search for , you are looking for the follow-up volume that expands the original laws to non-FMCG (Fast-Moving Consumer Goods) categories. Brands do not grow by creating deep emotional
