Reframe, rethink and redefine: How fame can drive brand equity

Fame has become the new frontier for mental availability because it can drive not only saliency and brand recall among consumers but greater ROI for the brands themselves.

Mental availability “does not quite exist”, Forsman & Bodenfors head of strategy, Siddhant Lahiri, announced at Spikes 2024 in Singapore.

He explained, “Am I spending 23 hours a day thinking about Nike? No, I'm thinking about Nike when I need to buy a shoe. Mental availability is not a complete lie but only works when you're thinking about what we call the window of transaction or the category touchpoints.”

So rather than aspire to mere mental availability, the communications agency instead shoots for fame, or what Lahiri dubbed “the new frontier for mental availability”.

“To us, fame is very simple:...

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