Sublime

Rather than relying on individual talents, the firm would need to create more of an institutional reputation, based not only on the “raw” talent of key individuals but on the ability of the firm to bring to bear its collective knowledge derived from past engagements.

if we improved the brand’s link with hard to resist, would that translate into more sales?

Mental Availability effect

Marketing activity impacting brand-attribute linkages

Can you ever have too much of a good thing? Yes. Once you get to +10pp more than expected, and particularly if there are no other brands with the same mental advantage, it is time…

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inflates the scores of small brands.

important for an attitude scale to have a mild positive attitude point so brand buyers are not forced to choose between expressing strong positive attitude or nothing at all.

Brands, as a general experience, are only a small part of a category buyer’s life, and most specific brands are only a minuscule part of the fabric of any category buyer’s day, week, month or year.