How Brands Grow Part 2

Resist the seduction of: sole loyalty Sophisticated mass marketing Don’t shoot yourself with target marketing Conclusion

 

3 Where New Customers Come From Byron Sharp andJenni Romaniuk

 

Competitive brands have similar customer bases What about service categories?

 

Loyal switchers

 

Using predictable customer overlap lake the McDonald’s challenge Insights from partitions Are local brands a separate sub-market?

 

Conclusion

 

4 Bu 11 d mg Menta 1 Ava i 1 ahi 1 i ty jentii Romaniuk

 

'1 lie brand = our memories We all h ave similar brains

 

.Memory affects buying; buying affects memory

 

(Bur brain when buying

 

Cued retrieval

 

Building mental availability

 

Bsst ...a secret about big brands

 

Not one ‘consideration set’: many context-specific evoked sets

 

Mental availability metrics

 

Building fresh brand memories

 

Brand positioning = your advertised messages

 

What about country of origin?

 

Love, hate and the wide chasm between them Conclusion

 

5 Leveraging Distinctive Assets Jenni Romaniuk

 

Meet our owl

 

What’s m a (brand) name?

The many types ot distinctive assets Distinctiveness is not differentiation Step 1; Choosing wisely Distinctiveness measurement in action Step 2: How to execute well Distinctive assets and mental availability Distinctive assets and physical availability Distinctive assets and the digital world Compiling a distinctive asset palette Conclusion

 

6 Achieving Reach Jenni Romaniuk

 

Welcome to the new media world What does reach really mean?

 

But I can’t plan for reach because ...

 

Advertise where you sell

 

(More) valuable audience; Light and non-brand buyers Choosing media platforms

 

Reach across touch-points in emerging markets

 

Mixing a media cocktail

 

Conclusion

 

7 Word-of-Mouth Facts Worth Talking About Jenni Romaniuk and Robert East

 

The lure of word of mouth

 

Should I focus on positive or negative WOM?

 

WOM equals conversation (about brands)

 

Experience with the brand matters Relax—your WOM is probably normal Positive WOM has the most influence when ...

 

WOM as a reinforcer Conclusion

 

8 Building Physical Availability

 

Magda Nenycz-Thiel, Jenni Romaniuk and Byron Sharp What makes something ‘easy to buy’?

 

Presence: Is your brand where it needs to be?