“brands grow by building wider, fresher networks in a buyer’s memory”.
Jenni Romaniuk 2023
The key point is that these networks need to be built in the memories of as many category buyers as possible. This means reaching buyers of the brand AND non-buyers of the brand.
Investing too much budget ‘speaking’ to people who already purchase the brand will impact a brand’s ability to recruit new buyers.
Our case study shows the perils of viewing data through one lens and not taking the time to consider all angles.
Further reading:
For a longer read check out Prof Romaniuk’s brilliant book, ‘Better Brand Health’.
How the concepts of ‘Demand Spaces’ and ‘Mental Availability’ work in harmony.
