In this chapter, Sharp explores the various strategies for building mental availability. He emphasizes the importance of:

Brands do not grow by preaching to their converted superfans. Growth comes from continuously reaching the vast pool of light and non-buyers of your brand. Category Entry Points (CEPs)

Identify the situational, emotional, and environmental cues that trigger a need for your category. Build your creative messaging directly around those entry points.

CEPs are the internal cues (e.g., "I need energy for my morning commute") and external cues (e.g., "It is raining outside") that prompt a purchase.

For those seeking legitimate access, the most reliable options include:

The internal motivation (e.g., "I need energy for my morning meeting").

This revision incorporates new research on Physical Availability and Luxury Brands, making the evidence applicable to modern B2B and service-based organizations, which were largely untouched in the first book.

Following the groundbreaking impact of Byron Sharp’s original work, , co-authored with Jenni Romaniuk, provides a deeper, evidence-based roadmap for marketers. While the first book introduced "scientific laws" of marketing, Part 2 focuses on applying these principles across diverse sectors—including emerging markets, luxury goods, B2B, and services. Core Principles of Growth

Many professionals search for a to find actionable frameworks, international evidence, and specific applications for emerging markets, services, and luxury sectors. This comprehensive breakdown explores the core concepts of How Brands Grow Part 2 , detailing how the Ehrenberg-Bass Institute’s empirical laws apply across various business models and how you can implement them to drive measurable brand growth. 1. The Core Premise: Universal Laws Apply Everywhere