A Framework for Achieving Growth by Ehrenberg-Bass Institute

In this session, Justin Cohen, Senior Marketing Scientist at the Ehrenberg-Bass Institute, will introduce the fundamental laws of growth that underpin the Institute’s evidence-based approach to marketing. The session will unpack the critical roles of Mental and Physical Availability, and why brands must be easy to notice, easy to buy and easy to remember in buying situations. We will also explore the importance of category entry points and distinctive brand assets, and how these tools help brands build memory structures that drive growth over time.