Opinion: The Importance of Getting Noticed at Moments that Matter
January 8, 2021
All brands want to get noticed but unless they pay attention to the triggers that are needed to gain mental availability, the brand’s assets and a detailed understanding of category entry points, they could be doomed to failure, writes Richard Colwell.
It seems obvious, right? The most important thing a brand needs to do is to get noticed and come to mind easily in a buying situation. Or in current Ehrenberg Bass marketing terms build “Mental Availability.”
Advertising looks after brand fame, but if you are advertising and your brand isn’t easily recognised, your spend is essentially wasted. Furthermore, if your brand isn’t remembered in a relevant purchasing situation, you haven’t joined the dots from the consumer to your brand.