I’m not saying this because I work with you. You’re brilliant. I am reading How Brands Grow and this is the best description of mental availability I’ve seen so far.
PS: for me, How Brands Grow truly revealed itself over time--as in: the first few times I tried reading it, I found it very hard to grasp (also abandoned it at least twice, oooops). but now I really do get it, which also makes it easier to draw interesting connections to use as examples, like in this piece.
We needed a new microwave fast. There were only a few models in the online catalogue for the closest store. We wanted white. I remembered I'd used a Samsung in a cafe before and it had been a soldier. So we got the white Samsung. Never saw a Samsung ad, never considered reviews of the store. Done.
Zoe, this is such a common story, honestly--I have done the exact same thing with multiple appliances :) it's funny because this *could* also look like 'brand loyalty', but at least in my case it's more about a known brand being "there" as opposed to being "wanted".
Yes... though it wasn't just a known brand for me: it was a brand I associated with reliability. So I think customer experience played a part.
Obviously product in B2C doesn't overlap completely with brand in B2B, but I think there are parallels (especially with CX influence and "being there"/brand presence) in simple cases.
I’m not saying this because I work with you. You’re brilliant. I am reading How Brands Grow and this is the best description of mental availability I’ve seen so far.
awwww thanks for the note, Stella :)
PS: for me, How Brands Grow truly revealed itself over time--as in: the first few times I tried reading it, I found it very hard to grasp (also abandoned it at least twice, oooops). but now I really do get it, which also makes it easier to draw interesting connections to use as examples, like in this piece.
We needed a new microwave fast. There were only a few models in the online catalogue for the closest store. We wanted white. I remembered I'd used a Samsung in a cafe before and it had been a soldier. So we got the white Samsung. Never saw a Samsung ad, never considered reviews of the store. Done.
Zoe, this is such a common story, honestly--I have done the exact same thing with multiple appliances :) it's funny because this *could* also look like 'brand loyalty', but at least in my case it's more about a known brand being "there" as opposed to being "wanted".
Yes... though it wasn't just a known brand for me: it was a brand I associated with reliability. So I think customer experience played a part.
Obviously product in B2C doesn't overlap completely with brand in B2B, but I think there are parallels (especially with CX influence and "being there"/brand presence) in simple cases.