Emilio Garcia breaks marketing into two essential parts: building mental availability, so consumers know your brand exists, and ensuring physical availability, so they can actually buy it when they're ready. Miss either one and you lose sales.
because I like this other idea or concept that the job of marketing is to increase mental availability, which is the perception of the brand itself, what you will call branding. But the other big job is to make sure that we have great physical, right? And it can be virtual, but physical availability, right? When someone is willing to, or is interested me in the category that I offer, am I available as a brand? And that means, you know, in the real world, B2C example is when you walk down the aisle for coffee, you want to have your brand there for sure, because if not, you lost the opportunity. Well, the equivalent of that in the virtual world is that if they think about your category and they start searching for it, whatever happens digitally, you want to increase the chances that they find you.
