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
Being easy to see and find (e.g., eye-level shelf placement or top search results).
The book unpacks growth into two actionable dimensions that every brand must optimize: 1. Mental Availability how brands grow part 2 pdf free
Unlike the first book, which focused heavily on fast-moving consumer goods (FMCG), Part 2 proves these laws apply almost everywhere: How Brands Grow Part 2 (2016) [Speed Summary]
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: Having the right product formats and pack sizes
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
Being available in as many stores, channels, and locations as possible. Mental Availability Unlike the first book, which focused
To be easily recognized, brands must use consistent sensory cues—colors, logos, fonts, or characters—that act as mental "shortcuts" for consumers. 2. Physical Availability