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Byron Sharp

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How Brands Grow: What Marketers Don't Know Kindle Edition

by Byron Sharp (Author) Format: Kindle Edition

4.5 894 ratings

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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do, how consumers behave and how loyalty programs really affect loyalty. How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. Hundreds of small improvements have been made to the new eBook version as well as new material in category growth, profitability and industrial buying. Basically, it is a bible for every marketer’s success.

The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based. Unlike other marketing books, How Brands Grow provides extensive data on real world buying situations and relates to the reality of how brands perform and grow in today’s world.

Editorial Reviews

Review

"How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."MarketingWeek

"Highly practical includes many groundbreaking ideas."CHOICE

"Marketers need to move beyond the psycho-babble and read this book or be left hopelessly behind."Joseph Tripodi, The Coca-Cola Company, Atlanta USA

"Until every marketer applies these learnings, there will be a competitive advantage for those who do."Mitch Barnes, The Nielsen Company

"A scientific journey that reveals and explains with great rigour the Laws of Growth."Bruce McColl, Mars Incorporated

"This book puts marketing's myth-makers, of which there are many, in their proper place."Thomas Bayne, MountainView Learning, London.

"A truly thought-provoking book."Timothy Keiningham, IPSOS Loyalty

"The evidence in this book should make any marketer think hard about how they manage their brands."Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK

"This book should be required reading on any marketing course."Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands

"There is competitive advantage here for those who understand and follow this book's lessons."Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc.

About the Author

Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. The Institute's fundamental research is used and financially supported by many of the world's leading corporations including Coca-Cola, Kraft, Kellogg's, British Airways, Procter & Gamble, Nielsen, TNS, Turner Broadcasting, Network Ten, Simplot, Mars and many others. Dr Sharp has published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted a conference at the Wharton Business School on laws of advertising and, with Professor Jerry Wind, is editing a special issue of the Journal of Advertising Research on the topic.

Product details

ASIN ‏ : ‎ B07Q1K1BH3
Publisher ‏ : ‎ BookBaby; 2nd edition (March 25, 2019)
Publication date ‏ : ‎ March 25, 2019
Language ‏ : ‎ English
File size ‏ : ‎ 6135 KB
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 364 pages

Best Sellers Rank: #316,274 in Kindle Store (See Top 100 in Kindle Store)
- #342 in Marketing (Kindle Store)
- #1,530 in Marketing (Books)

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4.5 894 ratings

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Byron Sharp

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Professor of Marketing Science

Director of the Ehrenberg-Bass Institute, University of South Australia.

Byron was born in New Zealand and did his undergraduate marketing degree at Auckland University. He worked in Australia for several years before becoming marketing manager of the University of South Australia's consulting and technology transfer company. That's how he fell into academia completing a Masters by Research and then PhD in marketing.

He is the founding director of the Ehrenberg-Bass Institute, where a team of 50+ university marketing scientists work on discovering law-like patterns in buyer behaviour and brand performance. The Ehrenberg-Bass Institute is sponsored by the HQs of companies such as Boston Beer, CVS Health, Danone, Lindt, Linkedin, Mars, Red Bull, and Unilever.

Customer reviews

4.5 out of 5

894 global ratings

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Robert P. Pagano

Shock to the System

Reviewed in the United States on August 16, 2011

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I've been a marketing and branding practitioner for 30+ years and I've read literally hundreds of the most 'notable' marketing texts from the leading academics in the business. This book was recommended by a highly respected researcher and if he hadn't mentioned it I probably would never have read the book.
Let me just say that we rarely get many marketers who are brave enough to take a contrarian's point of view on delicate marketing subjects. Byron Sharp takes on some of the real heavy hitters from HBS and other leading business schools and he does it with outstanding proprietary research and rich third party data. The book now has me wondering what other leading thought leaders I've been impressed by whose work is also suspect.
Other reviewers on these pages can give you specific examples of Sharp's notable findings. I can only give you my recommendation...buy and read this book!

10 people found this helpful

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Ashar

A must read, whether you agree or disagree with it

Reviewed in the United States on June 18, 2017

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I was skeptical of this book, and put off reading for sometime. My reason was that although acquisition and penetration seems to be at the core of the message, as big brands having a slight edge on retention than smaller ones (I saw some youtube's by professor Sharp), the book is not available in Kindle. Anybody writing a book and really wanting to acquire bunch of new audience probably shouldn't say no to a channel that controls 70-80% of the e-reader market. I tweeted to prof Sharp and he had his reasons, mostly centered around the formatting of the book being harder on Kindle, which might be the case ( Although I believe Amazon is way too advanced for not formatting charts and tables correctly, and I have self published my daughters poems, it was very easy).
Moving on beyond why I didn't read the book early on. I think this book is absolutely fantastic read. It is written in a matter of fact way, with data points for every argument it makes. It was recommended by Dr. Fader (Wharton School) , after I asked him a certain question, and I had to change my mind and actually read it. He was spot on. Lot of the findings in the book are very close to what I have seen in practical data. If you are in midst of digital advertising revolution and working on a relatively smaller brand this book will clear your head on some misconceptions or lets say popular notions of brand building and may give you new ideas on how to go about it. I rather not summarize the book in my review, but I think the book gives the reader different ideas on the few questions such as retention vs acquisition, understanding the relation ship of cross selling to customer base, how much to sweat on retention and defection, focusing and trying to acquire a certain customer segment relative to brand size.

In short, I would say whether you agree with the book or not, it is a must read.

21 people found this helpful

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Casey Han(Han's Marketing+)

A new principle of marketing based on data analyses

Reviewed in the United States on December 28, 2023

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This book shows a new paradigm and perspective on conventional principles of marketing which have been core marketing theory so far based on data analyses and insights.

I would like to adapt this innovative rationals to edit my publications in the future.

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Herbert Sorensen

Facts about customers, and how to use them . . .

Reviewed in the United States on April 26, 2010

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Brand marketers often speak of "our customers" as if there is a group of people out there who have some sort of at least semi-permanent relationship with their brand. Attempts to identify these people (segmentation) and target them with marketing are misguided in the sense that there is an incredible amount of fluidity reflected in the composition of your share of the market. Byron Sharp speaks to issues like this with practical insights derived from decades of evidence compiled and analyzed by the Ehrenberg-Bass Institute for Marketing Science (and others.) As a scientist myself, I recognize this book as solid science in a world of "received wisdom." His willingness to make statements like, "It is surprising that these sorts of artificial [laboratory] studies are still being done," is refreshing.

One of hundreds of gems: "Finally, the decision to drop, phase out or sell brands should be based on viability, cost and operating issues and not on how similar the brand is to another of the company's brands. This is especially true if the brands are well established with substantial market-based assets."

I heartily agree with Joseph Tripodi, CMO of Coke, when he says, "read this book . . . or be left hopelessly behind."

7 people found this helpful

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Dekker Fraser

Dispels widely held marketing myths

Reviewed in the United States on May 17, 2022

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Uncensored truth that goes against the grain of marketing conventions. Excellent lessons. I'd love to hear more about what works with smaller/startup brands.

3 people found this helpful

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Himmat

Every competitive businessperson should read this, but I hope my competitors don't

Reviewed in the United States on February 21, 2021

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Pro's:
- Actionable
- Convincingly answers the most important questions re: Brands, Marketing, and Brand Growth/Death

Con's:
- A little repetitive, but that's a small price to pay for actionable info.

3 people found this helpful

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Me from NY

Rich With Information. Slow Read. Author Thinks Highly of Himself

Reviewed in the United States on September 27, 2011

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AS someone who works in marketing for for a new brand, I found this book to be THE most effective read on how to build a brand and the challenges that a small brand faces. I would recommend the book to anyone interested in understanding the challenges that new brands face and how consumers behave. The book states concepts and demonstrates them very well with data. I only had two problems with the book:
1. It's a technical read. Rich with information but not highly entertaining. As such I read it at a rate of a page a night.
2. The author challenges many classic premises about marketing. While his objections are interesting and may be right, I would still pay attention to what practitioners have been saying for years and not just write it off.

5 people found this helpful

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william s.

narrow minded

Reviewed in the United States on January 9, 2013

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this book argues somewhat well againts the mainstream views, but is applicable mainly only in FMCG categories. furthermore, the author does not really give better tools than the current ones that he goes against. anyhow, what the book does is that it helps you to deepen your marketing thinking, get an overview of the procterian marketing approach and helps you to make sensible judgements.

7 people found this helpful

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Top reviews from other countries

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Cliente de Amazon

Excelente libro

Reviewed in Mexico on December 18, 2023

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Una manera moderna de entender el mercado

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OLOLADE JESUFEMI

Excellent

Reviewed in Canada on April 23, 2023

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Just as I wanted it

Israel Morais

Científico e preciso

Reviewed in Brazil on November 3, 2022

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Finalmente um livro sobre marketing com embasamento científico.
Vale muito a pena ler, para deixar de lado algumas falácias que são ensinadas em faculdades e universidades com base em gurus sem embasamento preciso.
Recomendo ler e dar de presente para pessoas do seu time.

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