Ehrenberg-Bass News

The brand is what drives the business and makes marketing easier. We work from the Marketing theory of Byron Sharp of the Ehrenberg-Bass Institute. The Ehrenberg-Bass marketing universe has no place for Brand Love, loyalty campaigns, differentiation or hypertargeting. There is only 'Mental Availability' and 'Physical Availability'.

Marketers have traditionally been told that brand success comes from identifying a carefully selected market segment, then crafting a strategy to appeal to that segment. Then along came the book How Brands Grow, with evidence that challenged that theory.

“Everyone has the same tendency to stop liking new music – it is natural human behaviour,” Dr Page, who is from the world’s largest institute for research into marketing, the Ehrenberg-Bass Institute within UniSA, said.

The festive season is almost upon us. Yes, that time of year when retailers decorate stores and play Christmas carols on a continuous loop. Here we go again, the shelves are bursting with seasonal packaging, and many brand managers are planning and hoping for a spike in sales. But can your brand look festive and distinctive at the same time?

The best marketing science tells us humans choose brands that easily come to mind. Ehrenberg-Bass Institute calls it ‘mental availability’. Stand out, be noticed, and be recalled when needed.