How to Win podcast with Peep Laja · 2024-05-13 · 28 min
In this episode, Peep Laja explores the scientific laws of marketing, focusing on building mental and physical availability for brands. Drawing from the works of Professor Byron Sharpe and the Ehrenberg Bass Institute, Laja emphasizes the importance of being top of mind and easily found when potential customers are ready to make a purchase. The episode features insights from marketing experts who provide real-world examples. Peep also discusses distinctive brand assets, the limitations of hyper-targeting in B2B marketing, and the duplication of purchase law. He concludes by offering practical advice on increasing brand awareness and making target customers remember the brand when they need its product. 00:00 - Intro 02:00 - Mental and physical availability concepts 04:40 - Brand building with Paul Dorsey 05:45 - Buying triggers 07:05 - HockeyStack's content marketing strategy 11:00 - Physical availability in B2B SaaS 12:00 - Distinctive brand assets 18:45 - SurveyMonkey's rebranding story 20:10 - B2B brands lack distinctive assets 21:00 - Meaningless distinctiveness vs.
