More and more brands are talking about mental availability, but talk is cheap. To understand its value you need to recognise it for what it is – a metric to be measured, studied and tracked.
Consumers are avoiding situations where they would typically buy something – like a warm drink on a cold day – so brands need to give them good reasons to spend in these moments.
The growth in ecommerce creates more, not less, need for brand marketing, in order to replace the mental availability lost through less interaction with physical products.