Physical availability

Physical availability is how easy it is for a buyer to actually find and buy your brand at the moment they want to buy. It rests on three pillars: presence (being available where the category is bought), prominence (standing out among the alternatives) and portfolio (offering the formats, variants and price points the buying situation requires). Many marketing plans focus exclusively on communication, while distribution and findability are often the bigger brake on growth. Physical and mental availability reinforce each other: a brand that is stocked everywhere but comes to mind nowhere grows just as little as a brand everyone knows but no one can find.

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