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 ↗Diagram — not yet drawn
Two overlapping circles, memory and distribution, with purchases only occurring in the intersection; the two crescents labelled with what is lost.
In the wild
Unvetted · not part of the tier assessment
What has been written about this tool in the last twelve months. Machine-retrieved and unchecked — everything above this line was checked.
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