I posted about it a few weeks ago. But Dale W. Harrison added some context to it!
So to begin, it’s not instant. The effects play out over time.
When you start brand marketing, you impact the 5% of buyers who are in-market now.
The other 95%? You’re building awareness that might pay off months later—if the memory lasts.
Brand memories decay.
You either refresh them consistently, or they fade.
This creates a cycle: build → decay → refresh.
Eventually, you hit a steady-state: a fixed level of awareness among people entering the market.
That level depends on:
– How much and how fast you spend
– Your market share (which affects budget)
– Memory decay rates (slower in B2B)
– How often you reach each buyer
Stop brand marketing, and that awareness starts to fade.
Not overnight but over weeks and months, demand dries up.
This isn’t vague “mental availability” theory.
It’s a measurable process that requires dynamic modeling not static frameworks like NBD-Dirichlet.
Brand growth is predictable. You just need the right model.
For the full post read: https://lnkd.in/ehFfmQx4
