For many in the marketing world, Byron Sharp has become the touchstone for understanding shopping behaviour and relationship with brands.
“A brand's mental availability is its accessibility from memory across the range of situations and needs that buyers in that category encounter.” Jenni Romaniuk and Byron Sharp, How Brands Grow, Part 2.
“A brand's availability varies across situations...some brands do well in some particular situations, some do well in many situations.” Byron Sharp, Marketing Science.
So that's where we started, investigating whether these principles still hold true in a world of hyper-targeting and personalisation. Newsworks partnered...