references/theories/mental-availability.md

# Mental Availability

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Brand is not retrieved in enough buying situations.

## Mechanism

Build accessible memory structures across category entry points.

## Applied marketing use

Shape media and creative around buying situations and distinctive cues.

## Failure modes

- Reducing it to unaided awareness.

## Counterweights

- `smallest-viable-audience`

## Sources

- `source:sharp-how-brands-grow`