“Your ‘Love & Loyalty’ campaign asked people to think hard,” Maya said. “That’s exhausting. Instead, run simple, repetitive ads that link your brand to a buying situation. ‘Need a ride? Uber.’ ‘Running low? Colgate.’ That’s it.” Leo’s phone buzzed—his creative team asking for a “unique selling proposition.”
She cited a study from the book: In 95% of purchase situations, buyers do not consciously ‘consider’ a brand. They just grab what comes to mind first. How Brands Grow Part 2 Pdf
“Most marketers, like you, believe in the —that people start as strangers, become buyers, then climb to ‘loyal fans’ who buy only you. But the data tells a different story.” “Your ‘Love & Loyalty’ campaign asked people to
“Are for you, not for them,” Maya finished. “What drives growth is distinctiveness , not differentiation. You don’t need to be better. You need to be more often noticed and more often remembered in buying situations.” ‘Need a ride
“The real enemy isn't disloyalty,” Maya said. “It’s obliviousness . Most people don’t hate your brand. They just don’t think of you when it’s time to buy.”
Maya shook her head. “The (from Part 2): Most buying happens on autopilot, using peripheral vision and fleeting memory. You don’t need deep engagement —you need mere exposure . Lots of it. Over time.”
Maya laughed. “Part 2’s most controversial finding: Why? Because most buyers can’t tell the difference blindfolded. And they don’t care.”
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