For decades, brands have chased "brand love" and "brand loyalty" to gain a competitive edge. Modern research out of the Ehrenberg-Bass Institute reveals a critical gap in this line of thinking; even if consumers are obsessed with your products and services, if they’re not shopping in your category, they’re not shopping for your brand.
quantilope's Mental Availability Playbook lays out how brands can shift their tracking approach to one that's been proven to correlate with actual sales market share. It starts with an understanding of category triggers: what's bringing consumers to shop in your category in the first place? These are Category Entry Points.
Then, within a category, which brands do consumers have readily available in their minds? This is Mental Availability: a crucial component in how brands grow.
What's inside the report:
- Why Category Entry Points are the foundation for brand growth
- A breakdown of essential Mental Availability metrics to track
- How to prioritize which CEPs to go after in your brand strategies
- How quantilope's AI Research Partner, quinn, can support you in the end-to-end process
Stop guessing why consumers buy and start mapping consumer memories to win the moments that matter. Download the full report below!
