How Brands Grow Part 2 Pdf May 2026

“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.”

She gave an example: “Red Bull tastes like medicine. But it is distinctive —the tall silver-blue can, the ‘gives you wings’ cue. That’s mental availability. Monster tastes similar, but its green claw logo is another cue. Neither is ‘better.’ Both grow by being distinct .” Leo pulled out his dashboard: “We track NPS, social likes, and share of voice.” How Brands Grow Part 2 Pdf

“The real enemy isn't disloyalty,” Maya said. “It’s obliviousness . Most people don’t hate your brand. They just don’t think of you when it’s time to buy.” “And you failed because you violated the ,” Maya said

She cited a study from the book: In 95% of purchase situations, buyers do not consciously ‘consider’ a brand. They just grab what comes to mind first. Your job is to be on as many repertoires as possible

Maya smiled, pulling out a worn, highlighted copy of a book. “You’re trying to change human nature, Leo. Let me tell you the story of what I learned from How Brands Grow: Part 2 .” Maya drew two circles on a napkin.

“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.”

She pointed to Leo’s sales report. “Your ‘Superusers’? They don’t exist. What you have are —millions of people who buy you once or twice a year, then buy your competitors the rest of the time.”