Mi3’s most read story of 2021 unpacked the critical role of mental availability in business metrics, as well as its impact on ESOV, or extra share of advertising voice. Now Ehrenberg-Bass Institute Professors Byron Sharp, Jenni Romaniuk and John Dawes, the people behind ‘mental availability’, have produced a paper with the B2B Institute that should have far-reaching implications for marketing and advertising practice. From flipping the marketing funnel sideways to scotching “delusions” that retention and loyalty trump acquisition – and a new performance-enhancing twist on Binet & Field’s 60:40 brand to performance rule (it should be 95:5) – the rules unpacked in How B2B Brands Grow equally apply in B2C marketing, says co-author, Jenni Romaniuk. Jon Lombardo, Global Research Lead at The B2B Institute hopes the science emboldens brands to stop making “drab and dull” performance ads and stop worrying about offending customers. The truth, he says, is few people care about brands at all: “It’s all upside. The job is always to build mental availability.” LinkedIn’s ANZ and SEA Enterprise boss Prue Cox says the likes of Westpac and DocuSign are nailing it. 

Read the original 'mental availability' story here: https://www.mi-3.com.au/28-06-2021/mental-availability-critical-brand-growth-and-extra-share-voice-says-aca-report

Mi3&rsquo;s <a href="https://www.mi-3.com.au/28-06-2021/mental-availability-critical-brand-growth-and-extra-share-voice-says-aca-report">most read story of 2021 unpacked the critical role of mental availability in business metrics, as well as its impact on ESOV</a>, or&nbsp;extra share of advertising voice. Now Ehrenberg-Bass Institute Professors Byron Sharp, Jenni Romaniuk and John Dawes, the people behind &lsquo;mental availability&rsquo;, have produced a paper with the B2B Institute that should have far-reaching implications for marketing and advertising practice. From flipping the marketing funnel sideways to scotching &ldquo;delusions&rdquo; that retention and loyalty trump acquisition &ndash; and a new performance-enhancing twist on Binet &amp; Field&rsquo;s 60:40 brand to performance rule (it should be 95:5) &ndash;&nbsp;the rules unpacked in How B2B Brands Grow equally apply in B2C marketing, says co-author, Jenni Romaniuk.&nbsp;Jon Lombardo, Global Research Lead at The&nbsp;B2B Institute hopes the science emboldens brands to stop making &ldquo;drab and dull&rdquo; performance ads and stop worrying about offending customers. The truth, he says, is few people care about brands at all: &ldquo;It&rsquo;s all upside.&nbsp;The job is always to build mental availability.&rdquo; LinkedIn&rsquo;s ANZ and SEA Enterprise boss Prue Cox says the likes of Westpac and DocuSign are nailing it.&nbsp;
Read the original 'mental availability' story here: https://www.mi-3.com.au/28-06-2021/mental-availability-critical-brand-growth-and-extra-share-voice-says-aca-report

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Mental availability, brand rejection, Binet & Field, ESOV and Ehrenberg-Bass: New B2B data shows marketers should flip the funnel sideways for business growth, B2C strategy also on the hook

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