Do you know the secret of solid brand growth? Byron Sharp, author of the groundbreaking books How Brand Grow 1 and 2 writes in his blog :
“A brand’s mental availability refers to the probability that a buyer will notice, recognize and/or think of a brand in buying situations. It depends on the quality and quantity of memory structures related to the brand.” – Hoofdstuk 12 van How Brands Grow.
Together with Physical Availability, Mental Availability is, according to Sharp’s studies, the driver for the successful growth of a brand. In ordinary human language: the more often you think about a brand and the more often you have the opportunity to buy that brand, the more often you will be bought. In order to implement this successful growth strategy, you must at least be able to measure whether or not what you are doing is successful.
And that is where the problem lies for many brands and brand managers. Most methodologies for measuring the mental strength of a brand are based on explicit research techniques. Although valuable, these methods also feature hefty restrictions . After all, a brand is an idea or concept that exists in the brain (better still: in our memory). Customers often have no idea how brands manifest themselves and how they affect them. Neuromarketing is therefore ideally suited for brand research and thus gains the insights that up to now were not possible with the normal methods.
Braynz has a complete package of research techniques that make it possible to measure precisely this implicit unconscious part of brand strength. For example, we make the Mental Availability concept a practical measuring instrument that enables brand managers to measure exactly what is needed to develop a successful growth strategy and, above all, to monitor it!
You can of course pretend that these unconscious processes do not exist. Whether that is sensible? We make them measurable and transparent. In this way you not only look at half of the conscious reality, but at the total image: consciously and unconsciously. That will give you a huge competitive advantage. Most competitors still rely on oldschool metrics! Why would you wait? Knowing more?