2 Pdf - How Brands Grow Part

She pointed to Leo’s sales report. “Your ‘Superusers’? They don’t exist. What you have are —millions of people who buy you once or twice a year, then buy your competitors the rest of the time.”

“Fill their memory with distinctive cues that trigger your brand at the moment of purchase. Not ‘emotional stories’— distinctive assets : colors, jingles, characters, shapes. Things that fire instantly in the split second they scan a shelf or a search page.” How Brands Grow Part 2 Pdf

“The real enemy isn't disloyalty,” Maya said. “It’s obliviousness . Most people don’t hate your brand. They just don’t think of you when it’s time to buy.” She pointed to Leo’s sales report

“You erased your own memory cues,” Maya said. “That’s like removing street signs from a city and wondering why tourists get lost.” “Wait,” Leo interrupted. “Our agency says we need ‘viral moments’ and ‘engagement.’ Doesn’t that build mental availability?” What you have are —millions of people who