The How B2B Brands Grow report highlights the importance of mental and physical availability for brand growth. Rather than focusing on customer loyalty, B2B brands should aim to be "easy to find" and "easy to remember" in relevant buying situations. Growth comes primarily from acquiring new customers, not retaining current ones. Brands compete through distinctive assets, such as logos and colors, rather than meaningful differentiation. Effective advertising builds memory structures, ensuring a brand is considered when buyers enter the market. Long-term brand success relies on consistent, broad-reaching marketing efforts.

Join for free to read