The Third Availability: Why Attention Is the Missing Link in Brand Growth

Based on insights by Dr Karen Nelson-Field

Introduction

For decades, marketers have been guided by two foundational principles for brand growth: Mental Availability and Physical Availability. Mental Availability concerns whether a brand comes to mind when a consumer is ready to buy. Physical Availability refers to whether that brand is easy to access or purchase. Together, they form the backbone of many successful marketing strategies and are embedded in countless planning frameworks.

However, as media consumption patterns evolve and digital noise intensifies, another variable is becoming harder to ignore: attention. Consumers are exposed to thousands of brand messages daily, but few are noticed, let alone remembered. Despite spending billions on advertising, many campaigns fall short not because the messaging is weak or the placement poor, but because they are never truly seen.

Dr Karen Nelson-Field introduces a compelling argument: Attention Availability should be treated as a third pillar in the marketing model, alongside Mental and Physical Availability. Without sufficient attention, even the strongest mental cues and best product distribution fail to influence behaviour. In effect, attention acts as the gateway condition — if a consumer doesn’t notice the ad, the rest of the strategy doesn’t stand a chance.

This article explores Attention Availability, its implications for strategy, and why marketers can no longer afford to treat attention as a given.