The book unpacks growth into two actionable dimensions that every brand must optimize: 1. Mental Availability
Mental availability is the probability that a buyer will think of your brand in a buying situation. how brands grow part 2 pdf free
Having the right product formats and pack sizes for specific buying occasions (e.g., a single-serve bottle for a convenience store). Applying the Laws to Diverse Sectors The book unpacks growth into two actionable dimensions
Building on the scientific foundations of its predecessor, by Jenni Romaniuk and Byron Sharp serves as a practical guide for marketers to apply evidence-based principles across diverse industries. While Part 1 challenged traditional marketing myths, Part 2 provides the "how-to" for driving growth in emerging markets, services, durables, and luxury sectors. Core Philosophy: The Path to Growth Applying the Laws to Diverse Sectors Building on
Being available in as many stores, channels, and locations as possible.
If mental availability gets you into the "consideration set," physical availability ensures you are actually there to be bought. It is defined by three factors: