Are You Available?

Jul 13 2011 Published by under business

“It is impossible for ideas to compete in the marketplace if no forum for their presentation is provided or available.”  – Thomas Mann

“Always within an arm’s reach of desire.”  – Robert Woodruff (former chairman of Coca-Cola)

Getting connected

In the final chapter of How Brands Grow, Byron Sharp focuses on the key to great marketing: making your brand easy to buy.  There are two aspects to making brands available which are covered extensively throughout the book: mental availability (something discussed at length in this blog previously) and physical availability.  He argues (based on empirical evidence) that product innovation only works when a brand is salient and well distributed, through distinctive and clear branding and breadth and depth of distribution. Read more »

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