The Truth About Brand Research

Jul 13 2011 Published by Neil Gains under branding

The truth about brand research

“Always within an arm’s reach of desire.”  - Robert Woodruff (former chairman of Coca-Cola)

Being available

Let me give away the punch line of this article in my first line: the secret of great marketing is to make your brand easy to buy.  Making brands easy to buy means building mental availability (through building salient mental connections) and physical availability (breadth and depth of distribution).   Sadly, many marketers and almost all researchers operate under false assumptions about how marketing and advertising work, and make the following mistakes: Read more »

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