Discover the secrets of brand growth with "How Brands Grow" by Byron Sharp.
“How Brands Grow” by Byron Sharp is a groundbreaking book that shook the marketing world by providing empirical evidence that debunks many established myths and beliefs in the field. Sharp, a professor of marketing and director of the Ehrenberg-Bass Institute for Marketing Science, meticulously analyzes how brands achieve growth, contradicting many popular theories such as the effectiveness of market segmentation or the focus on consumer loyalty.
The book is recognized as groundbreaking not only for its findings but also for the dialogue it establishes with existing marketing theories, such as those presented by Philip Kotler. Sharp emphasizes that the key to brand growth lies in acquiring and retaining a broad base of consumers, not just focusing on a narrow group of loyal customers.
“How Brands Grow” is particularly valued for its pragmatic approach and clear guidelines on how marketers can effectively increase their brand’s reach using widely available data and research. It is a must-read for anyone involved in marketing, brand management, or market research, seeking scientifically based growth strategies.