How Brands Grow
What Marketers Don't Know
£27.01
- More effective marketing campaigns that attract a broader audience.
- Create distinctive brand assets that enhance recognition and recall among consumers.
- Make informed marketing decisions that align with proven growth strategies.
- Attract light and occasional users, resulting in a larger customer base and sustained growth.
"More than anything else, however, I'm just plain envious. It's a book I wish I had the intelligence to write... Reading Sharp's critique of the cult of differentiation made me smile. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers"."
— Marketing Week
“How Brands Grow” is a revolutionary marketing book that overturns many long-held beliefs about brand building and consumer behavior. Based on decades of research and data analysis, Byron Sharp presents a compelling case for evidence-based marketing strategies that lead to genuine brand growth.
Readers will learn:
• Why customer acquisition is more important than loyalty for brand growth
• How the Double Jeopardy Law affects brand performance across markets
• The importance of mental and physical availability in driving sales
• Why mass marketing is more effective than narrow targeting
• How to create and leverage distinctive brand assets
• The true role of advertising in building brand memory structures
• Why differentiation is less important than distinctiveness
The book provides a wealth of empirical evidence to support its claims, including case studies from various industries and markets. Sharp’s writing style is clear and accessible, making complex concepts easy to understand and apply.
“How Brands Grow” is not just a theoretical text; it offers practical insights that can be applied to real-world marketing challenges. By challenging conventional wisdom and providing a new framework for understanding brand growth, this book has become essential reading for marketers worldwide.
Sharp’s work has influenced marketing strategies at major corporations and has sparked ongoing debates in the marketing community. Whether you agree with all of Sharp’s conclusions or not, this book will change how you think about branding and marketing strategy.
Year Published
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ISBN 10
ISBN 13
The book: "How Brands Grow" Is perfect for:
• Marketing professionals seeking evidence-based strategies
• Brand managers looking to drive growth
• Business owners wanting to understand consumer behavior
• Students and academics in marketing and business fields
• Advertising professionals aiming to create more effective campaigns
• Market researchers interested in consumer psychology
• Anyone involved in brand strategy and development
Meet the author
Author biography
Byron Sharp is a renowned Professor of Marketing Science and Director of the Ehrenberg-Bass Institute at the University of South Australia. He is best known for his groundbreaking book “How Brands Grow: What Marketers Don’t Know,” which has been hailed as one of the most influential marketing books of the past decade. Sharp’s research focuses on evidence-based marketing, challenging conventional wisdom in the field. He has authored over 100 academic papers and several books, including “How Brands Grow Part 2” and “Marketing: Theory, Evidence, Practice.” Sharp’s work has been featured in prestigious publications such as The Economist and Financial Times. Born in Auckland, New Zealand, he obtained his PhD from the University of Adelaide and has been at the forefront of marketing research for over three decades. Sharp frequently travels to Europe and the USA, sharing his insights with global corporations and marketing professionals. He currently resides in Adelaide, South Australia.
Book testimonials
“A truly thought-provoking book.”
— Timothy Keiningham, IPSOS Loyalty
“This book puts marketing’s myth-makers, of which there are many, in their proper place.”
— Thomas Bayne, MountainView Learning
“A scientific journey that reveals and explains with great rigour the Laws of Growth.”
— Bruce McColl, Mars Incorporated
“Until every marketer applies these learnings, there will be a competitive advantage for those who do.”
— Mitch Barnes,The Nielsen Company
“…marketers need to move beyond the psycho-babble and read this book… or be left hopelessly behind.”
— Joseph Tripodi, The Coca-Cola Company
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