“Look at your category,” she said. “Big brands have two advantages: (market penetration) and slightly higher loyalty . Small brands have fewer buyers and their buyers are slightly less loyal. That’s Double Jeopardy.”
Six months later, he called Maya.
“Fill their memory with distinctive cues that trigger your brand at the moment of purchase. Not ‘emotional stories’— distinctive assets : colors, jingles, characters, shapes. Things that fire instantly in the split second they scan a shelf or a search page.” How Brands Grow Part 2 Pdf