"Chloe Neo stated, 'The way brands grow has fundamentally changed. Today, influence isn't driven by how loud you are, but by how available you are, across three dimensions: physical, mental, and emotional.'"
"Chloe explained that 'Physical availability means frictionless access everywhere people shop. Commerce is embedded across various platforms, including retail media, social commerce, creator platforms, livestreams, and, increasingly, AI-powered environments.'"
"Daniel Henriksen noted, 'Emotional availability is the real differentiator because it reflects consumers' willingness to pay attention, trust, and engage. Omnicom Media's research showed that 71% of consumers place more weight on what people say about a brand than on the brand's own advertising.'"
The OM Growth Model redefines brand growth by focusing on three dimensions: physical, mental, and emotional availability. Physical availability ensures brands are easily accessible across various platforms, including retail media and social commerce. Mental availability emphasizes the need for brands to be memorable amidst fragmented discovery points, especially with the prevalence of ad blockers. Emotional availability is crucial for consumer engagement, as it reflects trust and relatability, with consumers valuing peer opinions over traditional advertising.
Read at Exchangewire
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