NEED insight

You know how Mental Availability is actually a probability. It’s the chance of a brand coming to mind in a buying situation.   So, of course, the more your brand is mentally available the better.   But the measurement itself is as binary as a coin toss. Either a brand pops into your mind or it doesn’t.   Which brings us on to Category Entry Points.   These are the cues people use to access memories in a particular buying moment. They can be internal or external.   You may wel

Another week splashing around in AI speculation, this time on brand strategy.   I went to a webinar on ‘How to use AI for strategy’ by...

Sadly, marketing has been losing its influence in companies for years.   From the loss of control of 3 of the 4 P’s.   To the recent...

Do you mind if I start with an absurd analogy?   There’s no bigger question in the universe than its origin.   We’ve all heard of the Big...