Byron Sharp > Quotes

“Building mental availability requires distinctiveness and clear branding, while brands seldom compete on meaningful differentiation.”
― Byron Sharp, How Brands Grow: What Marketers Don't Know

“in terms of mental and physical availability. Even product innovation largely works (when it works) by enhancing mental availability and gaining further physical distribution.”
― Byron Sharp, How Brands Grow: What Marketers Don't Know

“It suggests that while high physical availability is an essential requirement for high market share it does not guarantee market share.”
― Byron Sharp, How Brands Grow: What Marketers Don't Know

“So the maintenance of mental availability depends on the quality of branding and advertising. Distinctive, consistent icons and imagery build memory associations that allow a brand to be noticed and recalled in a range of buying situations. This is a huge part of brand custodianship,”
― Byron Sharp, How Brands Grow: What Marketers Don't Know

“Similarly, we found that more than half the submissions from established brands were cases of advertising being started again after a very long hiatus.”
― Byron Sharp, How Brands Grow: What Marketers Don't Know