Strong Mental Availability means being easily recalled in buying situations now and in the future.
Understanding the extent to which your brand is easily recalled in buying situations is fundamental for growth. Analysis of real Mental Availability data in the UK Gin category, with a spotlight on category entry points.
Strong Mental Penetration is a key pillar of brand success
To be in the game, you need at least half the market to be able to link your brand to at least one category entry point. We explain the importance of Mental Penetration using lager data from the SmilingCFO database.
Network Size: When to Widen Your Messaging
In our series of quick reads we are diving deeper into the different
Mental Availability metrics.
Here we focus on Network Size.
A 3-minute explainer on how to improve your brand’s Mental Availability
Understanding how likely your brand is to be thought of in a buying situation is a smart starting point for any brand strategy
Mental Penetration is Key to Winning the Mental Availability Battle.
If you want to win the Mental Availability battle, and you do, then Mental Penetration is a critical step towards this
How the concepts of ‘Demand Spaces’ and ‘Mental Availability’ work in harmony.
Why Category Entry Points are the vital link between Mental Availability and Demand space theory.
Brand Budget: Don’t Try to do More with Less; 5 Steps to be more effective.
We offer a set of guidelines and some shared experiences to help you make the most of the budget available to you.
Put Mental Availability and Physical Availability at the heart of your strategic thinking.
No matter the size of your brand there is ample evidence to show that you will gain an advantage if your brand is easy to recall and easy to buy.
6 Ways to Optimise The Brand Planning Process.
This article is written with a CMO or Brand Leader in mind and concentrates on uniting the commercial function behind a compelling brand plan.
How a Mental Availability Assessment Elevates Challenger Brands in Brand Strategy
We offer a set of actions that will help grow Mental & Physical Availability and close the gap to the big brands.