In a way, Byron’s thinking aligns with the concept of positioning.
Saying you need to “increase mental availability” is just a more sophisticated way of saying, “you need to be first in mind.”
What he doesn’t acknowledge—though other researchers do—is that if you don’t want to achieve this through brute force (by being the biggest spender), you need “shortcuts,” and differentiation is one of them.
In a way, Byron’s thinking aligns with the concept of positioning.
Saying you need to “increase mental availability” is just a more sophisticated way of saying, “you need to be first in mind.”
What he doesn’t acknowledge—though other researchers do—is that if you don’t want to achieve this through brute force (by being the biggest spender), you need “shortcuts,” and differentiation is one of them.