How Brands Grow Part 2 Pdf May 2026

“You erased your own memory cues,” Maya said. “That’s like removing street signs from a city and wondering why tourists get lost.” “Wait,” Leo interrupted. “Our agency says we need ‘viral moments’ and ‘engagement.’ Doesn’t that build mental availability?”

“Are for you, not for them,” Maya finished. “What drives growth is distinctiveness , not differentiation. You don’t need to be better. You need to be more often noticed and more often remembered in buying situations.” How Brands Grow Part 2 Pdf

Leo frowned. “So we should ignore our loyal customers?” “You erased your own memory cues,” Maya said

“And you failed because you violated the ,” Maya said. “People don’t have one ‘soulmate’ brand. They have a repertoire —a shopping list of 3–5 brands they rotate through. Your job is to be on as many repertoires as possible.” “So we should ignore our loyal customers