1.5
Mental & Physical Availability
A two-factor account of brand growth: the probability of being noticed or recalled in a buying situation, and the ease of buying once you are.
Byron Sharp (2010), on Ehrenberg's 1960s–70s buyer-behaviour evidence
What it does
Reduces growth to two factors: coming to mind in the buying situation, and being easy to buy once you do. Both are measurable, which is the point. It converts brand talk into two trackable targets.
When it breaks
Where distribution is fixed and single-channel, the second term carries no information and everything collapses into the first.
Case
The doctrine predates the term: Robert Woodruff's standing instruction at Coca-Cola was to put the product “within an arm's reach of desire,” which drove the distribution build-out that made the brand physically unavoidable long before anyone measured mental availability.
The Coca-Cola Company · company history ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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