Do your prospects know who you are, but forget you when it matters most? In the insights industry, awareness alone isn’t enough. What really counts is being remembered at the right time: when buying decisions are made. In part two of her Marketing Applied series on Greenbook’s Grow your insights business channel, Iosetta Santini unpacks the concept of mental availability: why pairing it with brand awareness is like the ketchup to your mustard, and how you can build it into
Read MoreThere are many brilliant people in the research and consumer insight business, who advise clients on all aspects of marketing, customer experience, innovation and branding but who often do not apply what they preach to their own businesses. Now, I know how hard it is to step back from your own organisation and see it clearly, warts and all. It is even harder to put yourself in the shoes of your potential clients and see what they see, hear what
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