![]() ![]() Be consistent (avoid unnecessary changes, while keeping the brand fresh and interesting)ħ. Create and use distinctive brand assets (sensory cues that get noticed and stay top-of-mind)Ħ. Refresh and rebuild memory structures (respect existing associations that make the brand easy to notice and easy to buyĥ. Get noticed (grab attention focus on brand salience to prime user’s mind)Ĥ. Ensure the brand is easy to buy (communicate how it fits with the user’s life)ģ. Continuously reach all buyers of the category (communication plus distribution) – don’t ever be silentĢ. Sharp’s rules for brand growth (or rather, those created using the seminal research by Andrew Ehrenberg and Gerald Goodhardt, and brought to market by Sharp) are:ġ. Do we think we know better? Or is it maybe because no matter how often Sharp says his laws are based on hard evidence and apply across different countries, time periods and market conditions, practitioners know that brands can also grow by breaking the rules.
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