Winners and Losers of Brand Mental Availability
THERE ARE 4 MAIN CRITERIA TO BUILDING BRAND MENTAL AVAILABILITY.
Brand Mental Availability is all about creating and leveraging distinctive and memorable brand assets to put your brand in the forefront of the consumer’s mind without having to lift the tiniest mental muscle. So when they come to make a purchase they won’t think twice about coming to you.
So, what are the 4 criteria?
Distinctive brand assets. Think imagery, logo, fonts. Are these core brand assets distinctive enough to stand out against competitors?
Associations. Are there clear links between your brand and the consumer’s needs that trigger purchase?
Consistency. Does your brand consistently present itself in the same way whenever it features?
Cognitive ease. Are your brand assets and story used in a way that’s easy to understand, across any channel?
We use these criteria to investigate and score the level of Mental Availability brands have already built in the home category.
Fill in the short form to get your hands on our Winners and Losers report.
Get your hands on the report
Training Products
An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.
Other must-read reports for brands and retailers
The behavioural science behind what things are worth
Does value mean the same thing to you and your customers?
The behavioural science behind what things are worth.
Do you have control of your brand’s value perception?
This Thought-Starter should make you question if you’ve got control of your brand’s value perception, and what to do to make sure you have. Why should a loft conversion, a Volkswagen Golf or ten shares in Amazon cost the same as each other? Why should a tin of beans cost more at a corner shop than a supermarket?
The answer lies in value perception.
Value is the balance between what you want (your MOTIVATION), and what you’re prepared to give (your RESOURCES).
Defining how and why your offer represents value in your market is a big part of any marketer’s job, and this thought starter is only scratching the surface.
A behavioural approach like ours provides a structured and logical way to take control of your value proposition, and break the job into discrete and manageable elements.
Learn how to start thinking behaviourally about value by:
- Reducing the RESOURCES – make your offer feel less costly.
- Increase the MOTIVATION – make your offer feel worth more.
If you’re interested in understanding more about how we do this you need to read this Thought-Starter.
Simply complete the short form on this page to get your hands on this Thought-Starter today:
To find out more get in touch.
Get your hands on the report
Training Products
An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.
Other must-read reports for brands and retailers
Is your POS influencing behaviour?
Is your POS influencing behaviour?
Is your POS influencing behaviour?
POS strategy is generally well established in most retail businesses and given its organisational complexity is rarely reviewed.
But when you start to think about it, it has the potential to be one of the most influential factors in determining consumer behaviour in store.
It’s at this decision-making coal face that understanding and harnessing behavioural science is at its most powerful.
Just stand in any of your aisles… you will see behavioural science in action.
You’ll learn how to start thinking behaviourally about your POS by:
-
Building behavioural science into your thinking and design
-
Building your brands heuristics
If you’ve been considering building behavioural science into your store POS strategy or want to know more about how to go about it, you need to read this Thought-Starter.
Simply complete the short form on this page to get your hands on it. To find out more get in touch.
Get your hands on the report
Training Products
An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.
Other must-read reports for brands and retailers
Applying behavioural science in marketing
APPLYING
BEHAVIOURAL SCIENCE
IN MARKETING
Our latest report, Applying Behavioural Science in Marketing, shares seven cognitive biases that you can use to take your marketing to the next level today.
Applying behavioural science in marketing
7 Cognitive biases you can leverage today
Our latest report, Applying Behavioural Science in Marketing, shares seven cognitive biases that you can use to take your marketing to the next level today.
Professor Dan Ariely humorously refers to us as ‘predictably irrational’, mocking the human tendency to make suboptimal decisions in predictable patterns. This is why marketers cannot afford to ignore behavioural science – it is the tool for unpacking these decisions and can shed light on why people buy or don’t buy your brand.
We offer practical explanations, advice and examples of:
- Status quo bias: A preference for things to stay as they are and resistance to making an effort (also known as defaults).
- Bizarreness effect: Things that are bizarre (especially those that are incongruous out of context) stand out and are more memorable.
- Authority bias: An irrational trust in the judgment of experts.
- Herd behaviour: Desire to mimic the behaviour of others.
- Hyperbolic discounting: Irrational emphasis on what matters today and a preference for immediate payoffs.
- Anchoring: We use benchmarks to evaluate options, no matter how arbitrary the anchors may be.
- Reciprocity bias: We respond in kind to even the smallest act of generosity or altruism.
Download our free report: Applying Behavioural Science in Marketing.
Simply fill out the form to get started.
Training Products
An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.
Other must-read reports for brands and retailers
Retail Trends 2020 and beyond
Retail Trends 2020 and beyond
Retail Trends 2020 and beyond
10 shifts and drivers that will disrupt the way we buy and sell.
How do you connect with consumers to drive business?
This question used to be a lot easier to answer. However, constant advances in technology and shifting political, societal and cultural norms are making it more challenging. Businesses are being forced to respond to factors that are forever shifting and driving how consumers behave towards brands and retailers.
Our Retail Trends 2020 and beyond report takes an indepth look at the top shifts and drivers influencing consumer behaviour.
Written by our in-house Behavioural Strategist, this report will immerse you in why these shifts and drivers are fundamentally changing retail and how you can embrace them for good in your marketing strategy.
Retail Trends 2020 and Beyond is a must-read
Understanding the shifts and drivers influencing consumer behaviour is not just important, it’s imperative to acquiring and retaining consumers.
Shifts
Uncontrollable political, societal and cultural changes that subsequently create new needs, attitudes and behaviours.
Drivers
Emerging technologies, tools and practices that when introduced will enhance the retail environment and experiences.
What will you do with these insights?
1. Prepare for or drive change in your business
2. Gain an edge over your competition
3. Present your customers with an environment and service that is more in tune with their mindset and needs.
Training Products
An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.
Other must-read reports for brands and retailers
Retail Trends 2019 and beyond
Retail Trends 2019 and beyond
Retail Trends 2019 and beyond
10 shifts and drivers that will disrupt the way we buy and sell.
How do you connect with consumers to drive business?
This question used to be a lot easier to answer. However, constant advances in technology and shifting political, societal and cultural norms are making it more challenging. Businesses are being forced to respond to factors that are forever shifting and driving how consumers behave towards brands and retailers.
Our Retail 2019 and Beyond report takes an indepth look at the top shifts and drivers influencing consumer behaviour.
Written by our in-house Behavioural Strategist, this report will immerse you in why these shifts and drivers are fundamentally changing retail and how you can embrace them for good in your marketing strategy.
Retail Trends 2019 and Beyond is a must-read
Understanding the shifts and drivers influencing consumer behaviour is not just important, it’s imperative to acquiring and retaining consumers.
Shifts
Uncontrollable political, societal and cultural changes that subsequently create new needs, attitudes and behaviours.
Drivers
Emerging technologies, tools and practices that when introduced will enhance the retail environment and experiences.
What will you do with these insights?
1. Prepare for or drive change in your business
2. Gain an edge over your competition
3. Present your customers with an environment and service that is more in tune with their mindset and needs.
Retail Trends 2019 and beyond
10 shifts and drivers that will disrupt the way we buy and sell.
How do you connect with consumers to drive business?
This question used to be a lot easier to answer. However, constant advances in technology and shifting political, societal and cultural norms are making it more challenging. Businesses are being forced to respond to factors that are forever shifting and driving how consumers behave towards brands and retailers.
Our Retail 2019 and Beyond report takes an indepth look at the top shifts and drivers influencing consumer behaviour.
Written by our in-house Behavioural Strategist, this report will immerse you why these shifts and drivers are fundamentally changing retail and how you can embrace them for good in your marketing strategy.
Retail Trends 2019 and Beyond is a must-read
Understanding the shifts and drivers influencing consumer behaviour is not just important, it’s imperative to acquiring and retaining consumers.
Shifts
Uncontrollable political, societal and cultural changes that subsequently create new needs, attitudes and behaviours.
Drivers
Emerging technologies, tools and practices that when introduced will enhance the retail environment and experiences.
What will you do with these insights?
1. Prepare for or drive change in your business
2. Gain an edge over your competition
3. Present your customers with an environment and service that is more in tune with their mindset and needs.
Simply fill out the form to get started.
Training Products
An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.
Other must-read reports for brands and retailers
Gender equality in advertising: Influencing consumer behaviour for the better
Gender equality in advertising
In this report we’ve looked at gender equality in advertising, which some brands and organisations are still missing from their strategy. We cover the current climate and highlight the brands tackling the gender inequality issue with forward-thinking campaigns. We’ve also explained the consumer behaviours and lasting effects that result from gender inequality. And what’s more, we’re offering practical recommendations on how to place gender equality at the heart of your business.
With gender equality under the spotlight more than ever, there’s never been a better time to say goodbye to gender stereotypes within advertising and influence consumer behaviour in the right way.
3 key take-outs from the report:
• The current climate of gender inequality in advertising
• The effects gender inequality has on consumer behaviour
• Tips for how to build gender equality into your business
Simply, complete the short form on this page to get the report.
Download our FREE 20 page report
Training Products
An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.
Other must-read reports for brands and retailers
Top trends driving consumer behaviour
Top trends driving consumer behaviour
In this report we’ll take you through the trends driving consumer behaviour that will have the greatest impact on your business in the coming years.
We’ve honed in on the world of behavioural science to explain what sits behind these trends driving consumer behaviour. More importantly we’ll share ideas on how people’s behaviours can be influenced to create growth, engagement and commercial success.
We’d all probably agree, now more than ever is the time to embrace the power of behavioural-thinking to connect on a deeper and richer level with customers.
3 key take-outs from the report:
- The 10 behavioural trends shaping tomorrow’s consumers
- The behavioural science behind the trends
- Tips for how to apply behavioural thinking to your business
Simply complete the short form on this page to get this report.
The Behaviours Agency is creative agency that uses behavioural science to develop impactful ideas that grow retailers and brands
Get your hands on the report
Training Products
An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.
Other must-read reports for brands and retailers
The Future of Marketing
Trends shaping the future of marketing
We’re always looking at ways to add value to the communication we send out, which is why we’ve created our The Future of Marketing report.
We’ve taken views and insights from experts in the worlds of advertising, social media, and turned them into a free e-book.
Aimed at marketers, brand managers and anyone with an interest in emerging trends and what’s shaping shopper behaviour. As well as getting up to speed on the latest thinking, it will help generate new ideas and ways to develop future campaigns.
The Future of Marketing is a response to our rapidly changing environment. Only in the last year in politics, we voted to leave the EU and on the other side of the pond Trump gained power. In retail, Amazon drones lead a new era of delivery and tap and pay became the norm. In marketing, Google officially launched expanded text ads, while Snapchat took the helm in the social media landscape. Twitter closed video social network Vine, and ‘trust’ became the word on every marketer’s lips as ‘fake news’ drove a skepticism evolution among audiences.
2017 will go on to bring ever-greater change. Change that will disrupt entire industries as well as our personal lives.
What’s inside?
- The bigger picture
- Future shoppers – Millennials come of age
- Media landscape – Power of one
- Trends shaping the future of marketing
- Is TV advertising dead?
- Growth of content in advertising
- Why the quest for a golden user experience should shape your e-commerce
- A vision of the future: Instore trends
- Heralding education and choice in packaging
- New era of experimental advertising
- The power of social authenticity
View our other reports here.