Don’t Let History Hold You Back – How to Enhance Your Brand Health Tracking.
The tools and methods for tracking brand health have evolved significantly over time, reflecting changes in our understanding of how people think, technology and business priorities. This article explores the history of brand health measurement, delves into the challenges faced by today’s brand owners, and proposes ways to enhance brand tracking by blending methodologies and […]
Using Category Entry Points to Spot New Growth Opportunities.
In One Slide, We Show Why Analysing Category Entry Points Should be a Fundamental Part of a Brand’s Market Orientation. I recently wrote an article where I outlined five key steps to building an effective mental availability strategy. https://smilingcfo.co.uk/strong-brands-have-healthy-mental-availability/ One of the areas that sparked the most questions was category entry points, so I’d like […]
Successful Brands Have Healthy Mental Availability AND Physical Availability
Our desired outcome is to achieve organic brand growth. As Martin Deboo writes in Marketing Week; “The components of organic growth are, simply and exclusively: price (charging more, if you can get away with it), volume (selling more units) and mix (selling more higher-priced units.) These are different from, but complementary to, traditional marketing metrics […]
2024 is the Year to Deliver High Quality Brand Growth
The strategies being deployed by brand owners to create new demand.
Category Entry Points: 5 Analytical Steps to Improve Business Performance
We show how CEPs help tie brand metrics to business metrics
A Category Entry Point Case Study for Chocolate
How to grow Mental Market Share by building ‘Mental Penetration’
Build team capability with these Marketing Effectiveness principles.
Companies that embed Marketing Effectiveness principles into their organisation are the companies that will win
Understanding which Category Entry Points are most important moves you 1 step closer to growth.
Using real Mental Availability data from the Smiling CFO database, we show why understanding which category entry points are most important is fundamental for brand growth
Mental Availability: The perils of only focussing on your buyers.
In this short video, using data from our ‘savoury cracker’ database, we bring to life another principle of Mental Availability and the importance of recruiting non-buyers to a brand.
Build Mental Availability to Increase the Chances of Being Purchased
Using gin data, we illustrate in this short video, how improving a brand’s Mental Availability, (most specifically Mental Penetration) increases the chance of being purchased.