The article you're likely thinking of refers to How Brands Grow Part 2
The book argues that the principles outlined in Part 1—such as Double Jeopardy (smaller brands have fewer buyers who are slightly less loyal), Natural Monopoly (market share correlates with mental and physical availability), and the importance of distinctive assets (not differentiation)—hold true across a much wider range of categories. how brands grow part 2 epub
You have the file. You have read it. Now what? Here is a practical framework derived directly from How Brands Grow Part 2. The article you're likely thinking of refers to
Your action plan:
Help drafting a marketing strategy based on "Mental Availability." how brands grow part 2 epub