A summary of Chapter 10 of How Brands Grow Pt 2

Key Points

  1. New brands grow like existing brands: via penetration, not through niche marketing.
  2. Mental structures of new brand buyers: Similar to light brand buyers, not radical converts.
  3. Penetration building: Recruit new 'brains' to brands, including heavy category buyers.
  4. Risk of niche marketing: Focusing on special groups is not effective for growth.
  5. Growth pattern: New brands must recruit lighter category buyers to grow.
  6. Advertising beyond launch: Crucial for attracting light category buyers.
  7. Consistent approach: "Start as you mean to go forward" with steady media spend.
  8. Media planning: Optimize for net reach and penetration.
  9. Physical availability: Make the brand easy to buy.
  10. Cumulative effect: Leverage small, incremental opportunities to reach light buyers.

Strategies for Growth

  • Media spending: Start small but consistent, allowing for cumulative growth.
  • Media selection: Choose media with better attention levels (sight and sound together).
  • Distribution: Expand in existing markets for economies of scale.
  • Product offerings: Diversify to appeal to broader tastes.
  • Category Entry Points (CEPs): Identify unique CEPs to bolster brand resonance.
  • Accountability: Ensure media buys deliver as promised.

Self-Evaluation Areas

  1. Media plan effectiveness in building mental availability and reaching light buyers.
  2. Physical availability plan to make the brand easy to buy.

Key Takeaways

  • Growth is about penetration, not just heavy category buyers.
  • Consistent, broad reach is crucial for new and existing brands.
  • Physical and mental availability are vital for brand growth.
  • Optimize for net reach and cumulative effects over time.