Brands grow by building wider, fresher networks
Without the glamour of a Band Bus or the elation of a devoted crowd, we have been touring the country playing our Brand Strategy ‘gigs’ to prospective clients. We always start a ‘set’ with this opening riff…
Heard of Mental Availability?
Heads start to nod
Heard of Physical Availability?
Heads nodding enthusiastically
Are you familiar with the 4 key measures of Mental Availability?
Unsure expression, (picture the moment a fan realises they don’t know the lyrics quite as well as they thought but still want to sing along).
At this point we put the words up on the screen showing them how they can get a Mental Availability assessment for their portfolio and soon they are smiling and enjoying the simple ‘hooks’ of brand growth.
I have an urge to invite them to join me in a chorus of “brands grow by building wider fresher networks” but my business partner suggests I might be stretching the metaphor a little too far and the chances of the client joining in is as likely as being able to achieve brand growth by focussing on loyalty rather than buyer recruitment!
We would urge all marketing leaders to become a fan of Mental Availability to a depth that they can sing along confidently through to at least the 2nd verse. We can pick it up from there, not only providing a category buyer and competitor diagnostic, but also a range of hypotheses for growth and a marketing strategy your CFO will want to invest in.
Further reading:
Put Mental Availability and Physical Availability at the heart of your strategic thinking.
Recommended Video:
Martin Coyle
Partner SmilingCFO
