A growth target translated into memory metrics
CaseBrand Strategy
Mental Availability metrics turn a growth ambition into a specific brief. For RBS to reach Santander's level, mental market share would go from 4.4 to 6.8, a 55% increase, requiring mental penetration to grow around 13 percentage points and network size to rise from 5.2 to around 6.5.
Source
Category Entry Points In A B2B World - Linking Buying Situations To Brand Sales, The B2B Institute at LinkedIn x Ehrenberg-Bass Institute (2022)
Professor Jenni Romaniuk, Ehrenberg-Bass Institute for Marketing Science, University of South Australia
p30, UK Business Banking
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PrincipleMemory-generated brands are the starting point of the buying process, not searchPrincipleCategory Entry Points - the retrieval cues that decide which brands come to mindStatBigger brands are linked to more buying situations by more buyersStatThe fewer buying situations a customer links to your brand, the more likely they are to leaveStatEach extra buying situation linked to your brand lowers defection riskPrincipleWider CEP networks win the switch as well as prevent itPrincipleOne CEP per execution, many CEPs across the campaign portfolioPrincipleThe seven W's - a prompt set for generating a category's buying situationsPrincipleIn B2B every buying situation has a business motive and a personal onePrincipleBuying committees make 'with and for whom' the highest-leverage B2B cuePrincipleThe 3C's - Credibility, Competitiveness, CommonalityPrinciplePrioritise buying situations by elimination, not by selection