1. Drive new users (penetration)

2. Build mental availability (salience and cut through)

3. Build physical availability (make it easy for people to buy)

4. Reinforce and refresh your distinctive assets

5. Focus on consistently delivering your brand “personalities” at all consumer touch points

6. Drive trial

7. Use wide-reaching, broadcast media

8. Focus on a long presence in media

9. Back a few big, long-term bets

10. Base before innovation

For more rules, see Byron Sharp’s How Brands Grow.

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About the author

My name is Andy Pemberton. I am an expert in data visualization. I guide global clients such as Lombard Odier, the European Commission and Cisco on the best way to use data visualization and then produce it for them: reports, infographics and motion graphics. If you need your data visualized contact me at andy@furthr.co.uk or call 07963 020 103

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