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Start here for ideas, commentary and the latest thinking on how brands grow.
Category Entry Points: The Mental Pathways to Brand Choice
The key facts for CMOs Category Entry Points (CEPs) are…
Mental Availability: A Strategic Guide for Brand Leaders
Why Mental Availability Should Be on Your Board Agenda Mental…
The Truth About Mental Availability
The memory structures that determine whether we are bought are…
Why Mental Penetration is Essential for Brand Growth
For organisations seeking predictable and evidence led growth, understanding the…
CEPs Help Create Consistent Customer Experiences
From screen to store, and every step in between, Category…
CEPs: The Secret to Smarter, More Successful Innovation
Without a deep understanding of the situations, needs, and cues…
Why CEPs are critical in an AI World
To be surfaced at the right moment, whether by consumers…
Brand Portfolio Strategy: How to Manage Overlapping Brands
How do you manage two brands that consumers already see…
How to Spot a Fragile Brand… (Before Itʼs Too Late)!
Traditional tracking might be lulling brand leaders into a false…
Mental Availability Deserves More of Your Attention
Sometimes, the simplest truths get lost in the noise. Brands…
Being thought of at the Right Time: Why Mental Availability is More Powerful than Awareness.
In many organisations, marketers are facing a familiar and frustrating…
Buyer Behaviour: How Mental Availability and Perception Influence Brand Choice
Our job as marketers is to influence buyer behaviour. At…
Brand Health Scores are Stable, But You Are Losing Share? Time to review Mental Availability.
You’ve just reviewed the latest brand tracker. Awareness is high….
Donʼt Let History Hold You Back: How to Enhance Your Brand Health Tracking.
This article explores the history of brand health measurement, delves…
How To Identify Growth Opportunities Using Category Entry Points
If you’re responsible for brand strategy, one of the most…
Boosting Brand Growth: A 5-step strategy to strengthen Mental Availability.
How a brand’s Mental Availability can be strengthened by linking…
Brand Growth Strategy: Four Themes Behind Stronger Brand Performance
An overview of the brand growth strategies being deployed by…
Marketing Analysis Framework: 5 Steps to Find Growth Opportunities Using Category Entry Points
We show how CEPs help tie brand metrics to business…
Category Entry Point Case Study: Chocolate
How to grow Mental Market Share by building ‘Mental Penetration’…
Marketing Effectiveness: How to Build Team Capability for Brand Growth
Companies that embed Marketing Effectiveness principles into their organisation are…
Understanding which Category Entry Points are most important moves you one step closer to growth.
Mental Availability: The perils of only focussing on your buyers.
In this short video, using data from our ‘savoury cracker’…
Build Mental Availability to Increase the Chances of Being Purchased
Using gin data, we illustrate in this short video, how…
Why Brands Need to be Easily Recalled in Buying Situations
Understanding the extent to which your brand is easily recalled…
Strong Mental Penetration is a key pillar of brand success
To be in the game, you need at least half…
Network Size: When to Widen Your Messaging
In our series of quick reads we are diving deeper…
How to Improve Your Brandʼs Mental Availability
Understanding how likely your brand is to be thought of…
A First Step Toward Stronger Mental Availability
If you want to win the Mental Availability battle, and…
Brand Budget: Donʼt Try to do More with Less; 5 Steps to be more effective.
We offer a set of guidelines and some shared experiences…
Demand Spaces and Mental Availability: How they work together
Why Category Entry Points are the vital link between Mental…
Brand Planning Process: 6 Ways to Build Better Commercial Plans
This article is written with a CMO or Brand Leader…
Challenger Brand Strategy: How Smaller Brands Can Win
We offer a set of actions that will help grow…
Brand Investment: How CMOs and CFOs Can Align Around Growth
Martin Coyle shares what he found to be the most…
Mental Availability Assessment: 6 Stages to Better Brand Strategy
In this article we walk you through how to use…
Brand Strategy Framework: How to Build a Strategy Worth Investing In
The best brand leaders don’t spend months on brand planning,…
The Benefits of a Mental Availability Assessment Part 1 (Video)
In this video we provide a step by step guide…
Mental and Physical Availability: How Brands Become Easy to Think of and Buy
No matter the size of your brand there is ample…
A PUKKA approach to building links to multiple Category Entry Points
We haven’t been lucky enough to meet the nice people…
Fame on Toast: The key findings from our Mental Availability Assessment of the Bread Category
We recently completed a Mental Assessment of the brands in…
Everything You Need to Know About Mental Availability But Were Afraid To Ask
We applaud anyone who puts their hand up and says…
We Talk To Category Buyers Not Consumers
Mark tells us why the all-important Category Buyer is the…
