CATEGORY LADDERS: HOW TO GET BUYERS TO THINK OF YOUR BRAND FIRST

Summary from the TLDR Marketing newsletter

Buyers remember a shortlist of brands in any category, with more familiar brands in high-interest categories like cars and fewer in low-interest ones like batteries. To increase the chance of being chosen in B2B, brands should associate themselves with specific customer problems, define their category correctly to avoid confusion, and maintain ongoing engagement to stay top of mind. Without consistent marketing, even brands that make it onto a buyer's mental “ladder” risk being forgotten before a purchase decision. Staying relevant ensures that the brand is remembered when the need arises.