For services (like insurance or SaaS), "physical availability" is easy (the app button), but "mental availability" is brutal. Part 2 explores why service brands must be relentlessly distinctive in sound (jingles) and memory structures because they lack shelf presence.
Maya kept the little paperback on her kitchen table like a talisman. The cover, soft from thumbprints, read How Brands Grow—only she liked to imagine it had an unprinted sequel tucked inside her imagination: Part 2. Every evening after her day job, she brewed tea and opened that imagined chapter, asking the same hopeful question: how does a brand become the kind of thing people reach for without thinking?
Her neighborhood had two bakeries. One, Lark & Loaf, had crisp marketing—fancy logos, seasonal boxes, a glossy Instagram that made every croissant look like a curated poem. The other, Juniper Bakehouse, had a faded sign and a bell over the door that chimed like a memory. Maya bought from both. She followed Lark & Loaf online; she lingered in Juniper’s doorway on Sunday mornings.
Maya worked in product at a small startup named Ember, where they were learning the hard truth the book made simple: growth didn’t come from cleverness alone. It came from being noticed, being available, and—most quietly—being familiar enough that when someone felt a small desire, the brand rose to mind.
One Thursday, Ember launched a new snack. The team debated a splashy campaign—celebrity posts, a slick launch video, targeted ads. Maya proposed something steadier: “Let’s make it easy to buy first. Make it visible where people shop, keep the message simple, and remind them often.” She called it her “Part 2 plan”: distribution, fame of the routine, and repetition.
They began small. Ember’s snacks appeared in the grocery aisle where similar products lived, at the eye line of weekly shoppers, and on checkout shelves where last-minute impulses were born. Packaging used a clear, bright wordmark and a single phrase: “A little better every day.” No influencers, no viral stunts—just presence: in the office breakroom, in the café vending machine, in that small weekend market Maya frequented.
At first the team fretted. Results were slow—just a steady trickle of sales and a few smiling customer notes. But the trickle became a stream. People who had never heard of Ember before began recognizing the name and picking it up as if they’d known it for years. A mother buying cereal glanced at the snack on a whim; a student grabbed one between classes because it was there and looked familiar.
Maya watched the numbers rise and noticed something the book’s second half had whispered in theory and now proved in practice: mental availability mattered as much as physical availability. Customers didn’t need to love Ember deeply—they only needed to remember it when the moment of need arrived. That faint recognition, multiplied across millions of small moments, built growth.
One evening, on her way home, Maya stopped at Juniper Bakehouse. The bell chimed. Inside, the baker—a woman with flour on her forearms and a grin that suggested she’d been up since dawn—offered Maya a sample of a new almond cookie. It tasted like small, steady things: care, routine, a hundred tiny rehearsals perfected over years. The baker told a story about a customer who’d been coming in every Sunday for a decade. “You can’t rush that,” she said. “You just keep showing up.”
Maya nodded. Ember’s plan had faith in the same patient insistence. Keep showing up. Be where people look. Make the choice obvious.
Months later Ember’s snack had joined grocery staples. Competitors tried flashy stunts, then retreated. Ember kept quiet; it kept present. One morning a big retailer called. “Customers ask for it by name
Subtitle: Emerging Markets, Services, Luxury Brands and How to Grow Them Authors: Jenni Romaniuk & Byron Sharp (Ehrenberg-Bass Institute)
The demand for a digital version (PDF) of Part 2 is massive for three reasons:
However, it is vital to note that no legal free PDF of How Brands Grow Part 2 exists from Oxford University Press. If you find a free PDF on a random website, it is almost certainly a pirated copy, which hurts the authors and the Ehrenberg-Bass Institute’s ability to fund future research.
A recurring theme is the misallocation of marketing budgets. Brands often overspend on loyalty programs for existing customers. Part 2 argues that because loyalty is largely habitual and difficult to influence, marketing spend is better directed at:
Business-to-business marketers love to claim their sector is unique. The book’s chapter on B2B reveals the same empirical laws apply. B2B buyers have a “repertoire” of suppliers. Double Jeopardy exists (smaller B2B brands have fewer customers and less loyalty). The key takeaway: Stop trying to build deep relationships with fewer clients. Increase your brand salience across the entire B2B market.
How Brands Grow Part 2: Evidence-Based Marketing for Real-World Success
Following the global impact of Byron Sharp’s original bestseller, How Brands Grow Part 2 (authored by Jenni Romaniuk and Byron Sharp) serves as the practical companion for marketers seeking to apply evidence-based principles across diverse industries. While the first book established the "laws" of marketing science, Part 2 focuses on implementation—expanding these theories into emerging markets, services, durables, e-commerce, and luxury brands.
This guide explores the core frameworks of the book, providing a roadmap for sustainable growth by building mental and physical availability.
1. Building Mental Availability: The Science of Being Noticed
Mental availability is the propensity for a brand to be thought of in buying situations. Unlike traditional "brand awareness," it is about making your brand salient when a need arises. Category Entry Points (CEPs)
CEPs are the "hooks" in a consumer's memory that link a brand to a specific need, occasion, or location.
The Framework: Identify the why, when, where, with whom, and with what of category purchases.
The Strategy: A brand grows by building associations with more CEPs. For example, a chocolate brand might link itself to "treating yourself" (why), "movie nights" (when), or "giving a gift" (with whom). Distinctive Brand Assets (DBAs) How Brands Grow Part 2 Pdf
DBAs are non-brand name elements—such as colors, logos, characters, and sounds—that trigger the brand in a consumer's mind.
"How Brands Grow: What Drives Success in New Markets" is a well-known book by Byron Sharp, and I'm assuming you're referring to a related paper or a follow-up work, specifically "How Brands Grow Part 2".
After conducting a search, I found a few papers and articles related to the topic. Here are some summaries and insights:
"How Brands Grow Part 2: Emerging Markets, Digital and Other New Insights"
This paper, written by Byron Sharp and fellow academic, is an extension of the original book. The authors provide new insights on brand growth, specifically in emerging markets, and the role of digital channels.
Some key findings and takeaways:
You can find more information on this paper, including a PDF version, through various online sources, such as:
Other related papers and articles
Some other papers and articles that might interest you:
The book How Brands Grow Part 2 , authored by Jenni Romaniuk and Byron Sharp, provides evidence-based research on marketing fundamentals. It expands on the principles of the first volume, applying them to specific sectors such as emerging markets, services, B2B, and luxury brands.
Below is a structured summary of the core concepts found in the text: 1. The Core Strategy for Growth
Prioritize Acquisition Over Loyalty: Real brand growth comes from increasing penetration (gaining new customers) rather than trying to increase the frequency of purchases from existing "loyal" customers.
The Importance of Light Buyers: A significant portion of sales for large brands comes from "light" or occasional buyers who may only purchase the brand once or twice a year. 2. The Two Pillars of Availability
Mental Availability: This is the likelihood of a brand coming to a buyer's mind in a purchase situation.
Category Entry Points (CEPs): Identifying the specific cues (when, where, why, and with whom) that trigger a buyer to think of a category, then linking the brand to those cues.
Physical Availability: Ensuring the brand is easy to find and buy.
It is defined by Presence (being in many locations), Prominence (being noticed on shelves), and Relevance (fitting the purchase context). 3. Distinctive Brand Assets (DBAs) How Brands Grow Part 2 (2016) [Speed Summary]
"How Brands Grow: What the Growth Does and Doesn't Mean" is a book by Byron Sharp, a renowned marketing expert. The book is a comprehensive guide to understanding brand growth and the strategies required to achieve it.
Here is a detailed overview of the book, specifically focusing on Part 2:
Part 2: The Growth of Brands
In Part 2 of "How Brands Grow," Byron Sharp delves into the core principles of brand growth, challenging common myths and misconceptions. He argues that brand growth is not solely dependent on gaining new customers, but rather on a combination of factors.
Chapter 3: The Myth of Market Share
Sharp begins by debunking the myth that market share is the ultimate goal of brand growth. He argues that market share is not a reliable indicator of a brand's health or growth prospects. Instead, Sharp emphasizes the importance of focusing on the total size of the market and the brand's penetration within that market. Subtitle: Emerging Markets, Services, Luxury Brands and How
Chapter 4: The Power of Mental and Physical Availability
Sharp introduces the concept of mental and physical availability, which are critical factors in driving brand growth. Mental availability refers to the ease with which a brand comes to mind when a consumer is considering a purchase. Physical availability, on the other hand, refers to the ease with which a consumer can access the brand.
Sharp argues that brands need to focus on increasing both mental and physical availability to grow. This can be achieved through a combination of marketing strategies, including advertising, distribution, and in-store promotions.
Chapter 5: Building Mental Availability
In this chapter, Sharp explores the various strategies for building mental availability. He emphasizes the importance of:
Chapter 6: Building Physical Availability
Sharp then turns his attention to building physical availability. He argues that brands need to ensure that their products or services are easily accessible to consumers. This can be achieved through:
Chapter 7: The Importance of Price and Promotion
In this chapter, Sharp discusses the role of price and promotion in driving brand growth. He argues that while price and promotion can be effective in driving short-term sales, they are not a sustainable long-term growth strategy.
Sharp emphasizes the importance of balancing price and promotion with other marketing strategies, such as advertising and distribution, to build a strong brand.
Key Takeaways from Part 2
The key takeaways from Part 2 of "How Brands Grow" are:
Overall, Part 2 of "How Brands Grow" provides a comprehensive guide to understanding the principles of brand growth. By focusing on mental and physical availability, distinctive brand assets, and a balanced marketing strategy, brands can set themselves up for long-term success.
Would you like me to look for or provide a summary of a specific aspect of the book?
You can find the book here
How Brands Grow: Part 2 , written by Jenni Romaniuk and Byron Sharp of the Ehrenberg-Bass Institute, is a research-based sequel that extends the evidence-based marketing principles introduced in the original How Brands Grow Core Themes and Key Insights
The book focuses on providing "evidence-based answers" to common marketing challenges, moving away from traditional marketing myths toward a science of growth. Mental and Physical Availability
: The book reinforces that brand growth is driven by increasing a brand’s presence in the consumer's mind (mental availability) and making it easy to find and buy (physical availability). The Importance of Distinctive Assets
: Romaniuk introduces frameworks for identifying and protecting "Distinctive Brand Assets" (colors, logos, characters, and fonts) that help consumers identify a brand without needing to see the name. Targeting the Whole Market
: It challenges the idea of "hyper-targeting" or focusing only on loyal customers. Instead, it argues that growth comes from capturing "light buyers"—those who buy from the category infrequently. Emerging Markets and Services
: Unlike the first book, Part 2 specifically addresses how these laws of growth apply to service industries, luxury goods, and emerging markets like China. Key Frameworks Introduced Category Entry Points (CEPs)
: These are the cues (thoughts, feelings, or situations) that consumers use to access their memory when facing a purchase decision. Brands grow by linking themselves to more CEPs. The Fame and Uniqueness Matrix
: A tool used to measure the strength of a brand's distinctive assets. : How many people associate the asset with the brand. Uniqueness : How many people However, it is vital to note that no
associate that asset with that brand (and not a competitor). Where to Find the PDF/Book Official Source : The book is published by Oxford University Press
. It is widely available for purchase as an E-book or physical copy. Academic Access
: Many universities provide access to the digital version via their library systems (e.g., through platforms like ProQuest or EBSCO). Ehrenberg-Bass Institute : The Institute's official website
often provides summaries, white papers, and webinars that cover the core data presented in the book. , or would you like to know more about Category Entry Points
"How Brands Grow Part 2" by Jenni Romaniuk and Byron Sharp posits that brand growth is driven by increasing market penetration through both mental and physical availability. The book applies these evidence-based marketing laws to diverse sectors, including emerging markets, luxury, and B2B. A detailed summary of these findings is available at Brand Genetics.
The Principles of Brand Growth
In "How Brands Grow Part 2", Byron Sharp provides a comprehensive guide to building and growing a successful brand. The book is a culmination of Sharp's research on brand growth and challenges conventional marketing wisdom. This essay will summarize the key principles of brand growth outlined in the book.
The Importance of Building Mental and Physical Availability
Sharp emphasizes the importance of building mental and physical availability to increase brand awareness and accessibility. Mental availability refers to the ease with which a brand comes to mind when a consumer is making a purchasing decision. Physical availability, on the other hand, refers to the ease with which a consumer can purchase a brand. Sharp argues that brands must focus on building both mental and physical availability to increase their chances of being considered and purchased.
The Power of Distinctive Brand Assets
Sharp highlights the significance of distinctive brand assets, such as logos, packaging, and advertising, in building mental availability. These assets help to create an emotional connection with consumers and make a brand more memorable. Sharp argues that brands should focus on creating distinctive assets that are consistent across all touchpoints, rather than trying to communicate a complex brand message.
The Role of Advertising in Brand Growth
Sharp challenges the conventional wisdom that advertising must be creative and emotionally engaging to be effective. Instead, he argues that advertising should focus on building mental and physical availability by making the brand more memorable and accessible. Sharp advocates for a more straightforward and simple approach to advertising, one that prioritizes awareness and consideration over emotional engagement.
The Importance of Market Share
Sharp emphasizes the importance of market share in driving brand growth. He argues that brands should focus on gaining market share, rather than trying to increase sales or revenue. Sharp provides evidence that brands with a higher market share tend to have a stronger brand and are more likely to grow in the long term.
The Myth of Targeting and Segmentation
Sharp challenges the conventional wisdom that brands should target specific segments or demographics. Instead, he argues that brands should focus on building a broad appeal and increasing their mental and physical availability. Sharp provides evidence that brands that try to target specific segments often end up with a niche brand that has limited growth potential.
The Importance of Continuous Brand Communication
Sharp emphasizes the importance of continuous brand communication in building and maintaining a strong brand. He argues that brands should communicate consistently and continuously, rather than trying to create a one-off advertising campaign. Sharp provides evidence that continuous brand communication helps to build mental availability and increase brand consideration.
Conclusion
In conclusion, "How Brands Grow Part 2" provides a comprehensive guide to building and growing a successful brand. Sharp's principles of brand growth emphasize the importance of building mental and physical availability, creating distinctive brand assets, and prioritizing market share. The book challenges conventional marketing wisdom and provides evidence-based insights for marketers looking to build a strong and sustainable brand. By applying these principles, brands can increase their chances of growth and long-term success.
I hope this helps! Let me know if you have any specific requests or need further clarification.
Here is a downloadable Pdf version: You can search on (https://www.amazon.com/How-Brands-Grow-What-Works/dp/1119916264) ,and find it on bookstores like (https://www.bol.com/nl/p/how-brands-grow/920000007173) online.