We're proud to share that our article, "Rethinking Brand Health: Why Mental Availability Deserves a Place in Your Measurement Strategy", was identified by the Canadian Marketing Association as recommended reading for Members. The CMA featured this Phase 5 Insights article as the member pick in their recent Top 5 Picks Newsletter, which identifies "weekly news and perspectives that impact marketing".

Written by our Partner and Brand & Communication practice leader, Michael Dolenko, this article asks the question, "what if the key to brand growth lies not just in what people feel about your brand, but when they think of you?"

A growing body of research suggests that understanding mental availability—the likelihood that
your brand comes to mind in a buying situation—can provide a more complete and actionable
picture of brand health. We agree and argue that your growth may depend on it.