Are You Available?
“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 »
