How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
The Secret to Brand Growth? Mental and Physical AvailabilityPercolate
This presentation covers the importance of mental and physical availability, the key to brand success. Are customers thinking of your brand and are they able to access it when they’re thinking of it? Brands largely compete not in terms of differentiation or even product offering, but in terms of mental and physical availability. When a brand is strong in those two regards, more people can more easily buy it in more situations.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
The Secret to Brand Growth? Mental and Physical AvailabilityPercolate
This presentation covers the importance of mental and physical availability, the key to brand success. Are customers thinking of your brand and are they able to access it when they’re thinking of it? Brands largely compete not in terms of differentiation or even product offering, but in terms of mental and physical availability. When a brand is strong in those two regards, more people can more easily buy it in more situations.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Challenger Brands - strategies to make market leaders sweat John Blaskett
I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Challenger Brands - strategies to make market leaders sweat John Blaskett
I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.
Many brands are misguided by so many notions around and about brand strategy. Here's a brief checklist for you to know if you are approaching your brand strategy right.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
Build Your Brand Build Your Business by Susan Gunelius from the Entrepreneur ...KeySplash Creative, Inc.
This presentation teaches how to build a brand and a business with additional focus on social media marketing and content marketing. It was delivered by Susan Gunelius, President and CEO of KeySplash Creative, Inc., at the Growth 2.0 Conference sponsored by Entrepreneur Magazine and UPS on January 20, 2011 in Atlanta Georgia.
Meet the engaged buyer.
Buying isn’t what it used to be. It could be a camera, phone or car – or it could be a million-dollar business software solution. Whatever the purchase, the way customers consider buying it has changed forever. Read Buying Isn’t What It Used To Be to find out why people buy the way they do now – and how your marketing can work harder to meet their expectations.
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
Virtual Branding Solutions is poised to be your full-service marketing resource. Our partnerships and strategic alliances with service providers span the media industry, from print media to internet marketing. Such partnerships afford Virtual Branding Solutions synergy in turning your job around with effective results and competitive prices. Our team will work full circle for you. We are the professionals that can work for your organization to build your brand and put you in touch with your current and potential customers. This is our mission. By achieving that mission, our clients have more time to spend on other important aspects of their business and rest in knowing that their brand is working for them around the clock.
Promotional Products = Strong Brands
Small vs. Large Brands: How to Become a Market LeaderPercolate
This is the first in a five-part series meant to take an empirical approach to marketing. We challenged the most dominant marketing myths out there, using data to explain why they are wrong. In busting some of these myths, we hope to show you how you can grow your own brand.
The way to build your brand and brand strategy is actually quite simple and straight forward. However, you first need a means of measuring your brand health and your competitors too. Your Brand Equity allows you to build your brand using the right decisions.
BrandVision is our Brand Tracking measurement that allows you to evaluate and understand your Brand Equity.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
2. MENTAL AVAILIBILITY
DISTINCTIVE
PHYSICAL AVAILABILITY
GROWTH
PENETRATION The biggest takeaway from the
book is that brands grow by
gaining more buyers through
penetration.
You gain more buyers by simply
making your brand easier to
buy.
The easiest way to make your
brand easier to buy is by making
it distinctive, making it both
physically and mentally available
when consumers have a need.
3. LAWS OF GROWTH
Based on empirical evidence, Byron Sharp challenges some of the
approaches marketers have accepted for years as drivers of growth.
His research points out that consumers buy and sales grow in predictable
patterns that he calls “laws of growth”.
These laws can help marketers better understand what really drives
brand growth and inspire ideas around making their brands easier to buy.
4. FOCUS MORE ON PENETRATION
Penetration drives brand growth more than buy rate does.
Brands grow when they win over more light buyers, more so
than focusing on getting heavy buyers to buy more.
According to Byron, Pareto’s principle of 20% of customers
being responsible for 80% of sales. He suggests that heavy
buyers on average account for roughly 50% of sales.
There are many more non-users and light buyers than there are
heavy users and thus marketers should focus on these groups
more than they currently do.
5. FOCUS ON LIGHT BUYERS
To grow a brand, target occasional, light buyers.
The “law of buyer moderation” says light buyers will become
heavier and heavy buyers will become lighter.
6. FOCUS LESS ON HEAVY BUYERS AND LOYALTY
Don’t rely on a loyal following of your brand to drive growth. Very
few consumers are “loyal”. Loyalty promotions don’t drive brand
growth effectively.
The reality is that light buyers split their loyalties across a number of
brands – for example, 72% of Coke drinkers also buy Pepsi.
Because there are so many more light users and this group comprises
a very significant proportion of a brand’s purchases.
7. MARKET TO THE MASSES
Customer bases are not as distinct as we may think. Multiple
brands in a category almost always share at least some parts of a
common customer base.
Market to the masses and communicate often, with relentless
consistency. This will influence more light buyers to consider your
brand when they have a need.
8. PHYSICAL AVAILABILITY
Your brand must be available when customers are ready to
make a purchase.
This involves maximizing distribution and ensuring minimal
physical obstacles to purchase.
Ultimately, the more physical availability a brand has, the easier
it is to buy.
9. MENTAL AVAILABILITY
A brand’s mental availability refers to the probability that a buyer will
notice, recognize and/or think of a brand in buying situations.
Higher mental availability means being easily noticed and/or thought of in
many different buying situations or consumer entry points (CEPs).
The easier the brand is to access from memory, in more buying situations,
for more consumers, then the higher the overall mental availability.
Ultimately, the more mental availability a brand has, the easier it is to buy.
10. MEMORY STRUCTURES
A brand’s mental availability depends on the quality and
quantity of memory structures related to the brand.
These are the associations that make the brand familiar and
make it easier for the consumer to make the purchase.
11. “ALWAYS BE ON” PHYSICALLY AND MENTALLY
Be consistent in message and timing. Brands need to be
“always on”, which means that they need to communicate
often and to as many consumers as possible.
12. Consumers rarely notice product differentiation, but they can notice a
brand’s uniqueness.
Differentiation: A product/brand is seen as being different from other
brands (i.e., perceived needs met, benefits, product differences).
Distinctiveness: Even though a brand may be very similar to other
brands in the category (not differentiated) it can be have distinctive,
strong, and unique assets and mental associations (i.e., logo,
emotional, packaging, sensory, perceptual, etc.) that make it stand out
in consumer’s mind; thus, increasing its likelihood of purchase.
DISTINCTIVENESS NOT DIFFERENTIATION
13. DISTINCTIVE BRAND ASSETS
Distinctive Brand Assets are consistent sensory & semantic cues
(i.e. colors, names, logos, taglines, jingles, product designs,
pack designs, and communication elements) that make it easier
for consumers to identify your brand and recall the associations
related to it.
Brand growth occurs when marketers understand and leverage
their distinctive brand assets effectively to build mental
availability.
14. IMPLICATIONS FOR MARKETERS & INSIGHTS LEADERS
1. Focus more on marketing activities that will drive penetration, and less on activities that drive buy rate.
2. Focus more on communications that appeal to many light buyers, less so on targeting fewer heavy buyers.
3. Focus more on being distinctive, by building physical and mental availability, less on differentiation.
4. Uncover what core associations are most likely going to drive penetration and reinforce them repeatedly.
5. Uncover or evolve distinctive brand assets that can reinforce your brand’s core associations consistently.
16. LAW OF DOUBLE JEOPARDY
Brands with less market share have fewer buyers, who buy
them less often.
The larger market share a brand has, the higher its penetration,
and the higher its buy rate.
17. LAW OF BUYER MODERATION
Light buyers will become heavier and heavy buyers will become
lighter.
18. DUPLICATION OF PURCHASES LAW
All brands within a category share their customer base with other
brands in line with the size of those other brands.
Smaller brands share more customers with large brands, while
larger brands share fewer customers with smaller brands.
20. Want to learn more or share these insights with your team?
Contact us at brandbuilders@hotspex.com
21. Jonathan La Greca
Vice President,
Strategic Growth & Brand Building
For over 15 years, Jonathan has been spearheading brand strategy, innovation,
and activation, while leading high performing teams across 5 different
industries.
As Vice President, Strategic Growth and Brand Building at Hotspex, Jonathan has
fostered and strengthened relationships with 15 of the Top 20 global advertising
brands, ensuring Hotspex has ranked among top global insights consultancies
for 3 consecutive years. He has launched cutting edge marketing and behavioral
science methodologies, while building innovative marketing and business
development processes internally, as Hotspex has disrupted a stagnant industry
to achieve double digit growth.
Jonathan earned his MBA at the Schulich School of Business, where he received
the highest academic honor of the Gold Medal for the top graduating GPA. He is
an innovator and brand builder with a fierce passion for entrepreneurship,
having founded a meditation studio and outdoor boot camp program.
Jonathan and the rest of the brand building team at Hotspex would love to
tackle your toughest brand challenge.
Contact: Jonathan.Lagreca@Hotspex.com (416) 903-7958
22. Shane Skillen
Founder & CEO
“Uberification” is upon us. Technology is disrupting just about every industry. Whether you
are in marketing, advertising, or consumer insights, your company is likely facing massive
change. Will your company fight to survive or will it go beyond that and thrive? What can you
do to proactively lead your organization to leverage technology to do more with less?
The key is to apply new cutting edge insights and methodologies from the most recent
advances in the fields of marketing and behavioral sciences to help your marketing team build
mental availability that influences consumers and shoppers and accelerates brand growth.
Proud to have been among the top global insights consultancies over the past 3 years, Shane
and his team of brand builders at Hotspex are on a mission to become the world’s most
innovative and impactful brand builders. By focusing on brand building basics, they are
helping 15 of the top 20 global advertising brands across 25 countries evolve and grow in the
face of category headwinds, zero-based budgeting, and mergers & acquisitions. Shane is
passionate about sharing the latest psychology and neuroscience to inspire fresh thinking that
helps global brands build mental availability and grow at an unprecedented pace.
Shane is always looking to meet new brand builders to discuss the future of marketing,
advertising, and consumer insights.
Contact: Shane.Skillen@Hotspex.com