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Your customers are actually just customers of your competitors who occasionally buy from you. True brand isolation or unique niches rarely exist. 3. Physical Availability: Being Easy to Buy
The authors demonstrate that the empirical laws introduced in the first book apply universally to B2B markets, emerging economies, services, and luxury goods. The Law of Double Jeopardy
In (co-authored with Jenni Romaniuk), the authors expand this evidence-based framework. They deliver practical applications, global validations, and deeper deep-dives into emerging categories like B2B, services, and emerging markets.
To achieve distinctiveness, brands must develop and relentlessly protect their DBAs. These are non-brand-name elements that trigger the brand in the consumer's mind:
You can find more information on this paper, including a PDF version, through various online sources, such as:
Does the asset trigger only your brand, or does it trigger competitors too?
While feared, negative WOM rarely destroys a healthy brand because it rarely reaches the light or non-users who matter most for growth. 6. Practical Implications for Modern Marketers
Marketers often obsess over Word of Mouth (WOM) and viral marketing. Part 2 presents data that refutes popular assumptions about brand advocacy.
“How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance—fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.”