Another way of putting this is that brands that are easier to buy for more people get brought more. Which reminds me that reasons not to buy can therefore be much more important (to sales) than reasons to buy.
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Kõik mõtted: Byron Sharp
How brands grow vol 16
How brands grow vol 14
As discussed, there are two main ways that advertising works: persuasion (changing opinions) and salience (refreshing and building memories).
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How brands grow vol 13
Memory structures that relate to a brand include what the brand does, what it looks like, where it is available, when and where it is consumed, by who and with whom.
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How brands grow vol 12
The dominant way that advertising works is buy refreshing, and occasionally building, memory structures.
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How brands grow vol 11
Advertising works by reaching and nudging. This mostly happens without us noticing: occasionally an ad produces the reaction “I should buy that” but even this inteton only weakly nudges our buying propensities. Because we often forget or are deflected from our intentions.
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How brands grow vol 10
Companies tend to be good at stealing sales from themselves because their brands go through the same sales force, the same distributors, etc.
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How brands grow vol 9
What marketers should worry about is whether or not their brands are distinctive. Are they easy to recognise and distinguish from others?
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How brands grow vol 8
Reaching all potential buyers of a brand, at the right time and at low cost, is tricky and there is much to learn.
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How brands grow vol 7
Conversely, marketing that targets light buyers of the brand, and/or non-buyers, has far greater chance of success. This is because such marketing has great reach: most of a brand’s buyers are light buyers, and because it’s nearly impossible to simply target light buyers, heavy buyers tend to get hit too (because heavy buyers are more likely to notice advertising, visit stores and read publicity).
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How brands grow vol 6
Therefore, marketing that seeks to increase sales by targeting heavier buyers is unlikely to succeed. Loyalty programs are classic example of strategy skewed towards heavier buyers.
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How brands grow vol 5
Put simply, next period your heaviest 20% of customers won’t be so heavy, the light buyers will be heavier, and some of the non-buyers will buy. This is the law of buyer moderation.
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How brands grow vol 15
How brands grow vol 4
Non-buyers and light buyers are heavier buyers than you think, and heavy buyers are lighter.
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How brands grow vol 3
Forming deep relationships with a substantial number of buyers seems more unlikely than ever.
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