In the first book, CEPs were simple (e.g., "I need a drink"). In Part 2, Sharp shows that in emerging markets, CEPs are often tied to "trust" and "social proof" more than functional needs. If you market in India or Brazil, you need a different CEP map.
Help drafting a based on "Mental Availability." how brands grow part 2 epub
(subtitled Emerging Markets, Services, Durables, New Brands and Category Buyers ) is the 2015 follow-up to Byron Sharp’s groundbreaking 2010 book, How Brands Grow . While the first book focused on fast-moving consumer goods (FMCG) in developed markets, Part 2 expands the evidence-based "Sharpian" laws of marketing to new contexts. In the first book, CEPs were simple (e
: These are the "hooks" that trigger a brand in a consumer's memory (e.g., "when I'm tired," "for a celebration"). Help drafting a based on "Mental Availability
: Non-name elements like colors, logos, and sounds that trigger brand recognition without needing to see the name.