Byron Sharp on ‘How Brands Grow’, five years on Australian academic Professor Byron Sharp considers the response to his influential book How Brands Grow, published in 2010, which aimed to bring scientific rigour and new evidential standards to understanding marketing effectiveness. • The suggestion that there is no such thing as loyalty is a misinterpretation of the book – loyalty is everywhere, just “not the sort of loyalty that we thought”. • Marketers have ignored the need to reach beyond heavier category buyers to lighter buyers to successfully grow a brand. • “Dumb” brand decisions are common as marketers persist with assumptions they learned in business school.

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This is tricky. On one hand this seems to be mythbusting, forget-everything-you-know kind of sensationalist book with researches to back its claims. On the other hand it is off-handed and lazy writing treating its reader as dimwit. It is worth flipping through with a hint of common sense and finding if these truths work for you: -Reach is everything. Target audience are bullshit. Reach as broad audience as you can. -For advertising to work you need to build memory structures.

In his book, How Brands Grow: What Marketers Don’t Know, Byron Sharp outlines a theory about brand marketing and offers marketers several rules to follow to achieve brand growth. Specifically, Sharp asserts that it is penetration growth and not loyalty that is critical to brand success. While Sharp’s advice focuses on how to grow existing. Wapdamcom games for pc.

-Create brand assets - This is tricky. On one hand this seems to be mythbusting, forget-everything-you-know kind of sensationalist book with researches to back its claims. On the other hand it is off-handed and lazy writing treating its reader as dimwit. It is worth flipping through with a hint of common sense and finding if these truths work for you: -Reach is everything. Target audience are bullshit. Reach as broad audience as you can.

-For advertising to work you need to build memory structures. -Create brand assets - branding is crucial tool to make the brand as easily recognisable as possible. -Consistency rules. -Loyalty is overrated. -Lovemarks (brands people love) does not exist. What happens when you subject fashionable marketing theories to actual observed behaviours and supporting statistics?

Most of them crumble. This book is surprising and forehead slappingly obvious in equal measure.

It peels away accepted truths and paints a more rational picture of customers as 'uncaring cognitive misers'. Next time you hear somebody trying to sell the power of brand personalities, segmented targeting strategies, or long term algorithmic growth forecasting in a meeting - take a w What happens when you subject fashionable marketing theories to actual observed behaviours and supporting statistics?

Most of them crumble. This book is surprising and forehead slappingly obvious in equal measure. It peels away accepted truths and paints a more rational picture of customers as 'uncaring cognitive misers'.

Next time you hear somebody trying to sell the power of brand personalities, segmented targeting strategies, or long term algorithmic growth forecasting in a meeting - take a walk around the block. I would rate this book a 4 but really, how high would your conscience allow you to rate a book about marketing? This is an outstanding book for anyone who is interested in selling - which since all business is selling, should be anyone in business. It debunks quite a lot of ideas around marketing - e.g. There is no such thing as loyalty - most big brands are big because they have massive distribution so it makes is more likely consumers will find them on the shelves when they're looking for something in the category. The nice thing is that much of the earlier chapters are backed by reasonable amounts of d This is an outstanding book for anyone who is interested in selling - which since all business is selling, should be anyone in business. It debunks quite a lot of ideas around marketing - e.g.