Your brand is a soft drink. Whether someone buys you starts with whether you even come to mind, and that depends on how many buying occasions your brand is linked to in their memory. Because the next buying moment could be any occasion at all.
How to play: tap an occasion to build a memory link to your brand. Then press "a buying moment happens" and see whether you get thought of. You start linked to just one.
Your brand: a soft drink
Chance you are even thought of at a random buying moment: 17%
Link a few occasions, then run some buying moments below.
Being thought of is about breadth, not depth. You won more moments by being linked to more occasions, not by any deeper bond. A brand that pours everything into being loved for one occasion still loses every moment triggered by a different cue. That is mental availability: come to mind across more buying occasions, for more people, and you grow, which is why growth tracks reach and penetration far more than loyalty. The honest boundary: this is close to a law in everyday, frequently-bought categories; a luxury or identity brand may deliberately own a few occasions intensely, and that is exactly where the rule stops applying cleanly.