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.

1. TheSecrettoBrandGrowth?
MentalandPhysicalAvailability

2. Thekeytobrandsuccessisboth
mentalandphysicalavailability.

3. Wetookascientificapproach
tomarketingto unlockthe
truthbehindbrandgrowth.
Check out our blog post here.

4. Brandslargelycompetenotin
termsofdifferentiationoreven
productoffering,butintermsof
mentalandphysicalavailability.

5. Whenabrandisstrongin
thosetworegards,more
peoplecanmoreeasily
buyitinmoresituations.

6. Let’sbegin.

7. AVAILABILITY

8. Whatarementalandphysicalavailability?

9. the breadth and depth of your
distribution in time and space
MENTAL AVAILABILITY PHYSICAL AVAILABILITY
Brandscompeteintermsof:
the probability of a consumer noticing, recognizing,
and thinking of your brand in a buying situation

10. Mental availability extends beyond brand awareness: it depends on the quality and
quantity of a consumer’s mental structures.
Anoteonmentalavailability

11. MENTAL AVAILABILITY

12. “Makeyourbrandeasiertoaccessin
consumermemoryinmorebuying
situationsandformoreconsumers.”
— Byron Sharp, How Brands Grow

13. — Create distinctive assets
— Get noticed
— Continuously reach potential buyers
— Refresh brand-linked memories
— Be consistent
Howtoincreasementalavailability

14. Physical availability is a supply chain problem: how can brands get their product
physically in front of their consumer wherever they are, right when they want it?
Anoteonphysicalavailability

15. PHYSICAL AVAILABILITY

16. “Thoughbrandsmayclaimtohave
achieved100%availability,nobrand
hasactuallyaccomplishedthisyet.”
— Byron Sharp, How Brands Grow

17. — Supply all desired pack types and sizes
— Keep stock levels high
— Expand into new geographical locations
Howtoincreasephysicalavailability

18. THE CONSUMER

19. Howdoesthemodernconsumershop?
Dotheyoptimizetheirpreferencesorsatisfythem?

20. begin searching through a set of options
but stop once a preference meets immediate needs
OPTIMIZE SATISFY
Consumerscanoptimizeorsatisfypreferences:
search through an entire set of options until
absolutely certain a specific preference has been met

21. Knowingwhetheryourconsumeris
anoptimizerorasatisfierhascritical
implications,asyoucantakeavery
differentbrandingapproachforeither.

22. ItiswidelybelievedthatU.S.
consumerssearchfor
anexactpreferencematch.

23. “Asitturnsout,consumerstendto
satisfytheirneedsinstead.Inother
words,theysettlefor‘goodenough’.”
— Byron Sharp, How Brands Grow

24. It isn’t because the brand is differentiated, but because an emotional response has been triggered. They’ve
browsed a few options and will impulsively go with the one that elicited some sort of internal response.
Thisexplainswhycustomersbuyintoabrand

25. We’vearrivedbackatmental
andphysicalavailability.

26. First,brandsneedtobe
physicallyavailable,toeven
bepartoftheinitialmixa
consumerbrowsesthrough.

27. Second,brandsneedtocreate
associations,torefreshsalience,
andbuildnewmemoriestobe
thebrandconsumersstopat.

28. THE WRAP-UP

29. Whathavewelearned?
1. Brands need to be mentally and physically available
This enables more people to more easily buy your brand in more situations.

30. Whathavewelearned?
1. Brands need to be mentally and physically available
This enables more people to more easily buy your brand in more situations.
2. Customers tend to settle for “good enough”
Brands need to trigger an emotional response to be the brand consumers settle for.

31. Youcanreadthefullstoryonhowto
growyourbrandonthePercolateblog:
The Secret to Brand Growth?
Mental and Physical Availability

32. Percolate is The System of Record for Marketing.
Our technology helps the world's largest and fastest-growing
brands at every step of the marketing process.
Want to learn more?
Contact learn@percolate.com for more information
or request a demo today at percolate.com/request-demo
Kat Gebert
Kat Gebert is on the Product Marketing team
at Percolate.