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  • National Library of Australia Cataloguing-in-Publication entry Sharp, Byron. How brands grow: what marketers don't know / Byron Sharp. Includes bibliography.
  • Professor Byron Sharp, author of the book How Brands Grow. And Byron Sharp would argue is all it needs to grow. We find that as salience grows, so.
  • How Brands Grow What Marketers Don't Know Byron Sharp. This book brings science to marketing with practical findings that have been replicated, explained and generalised into 'laws' we can rely on.

Authored by Byron Sharp and his colleagues at the Ehrenberg-Bass Institute, University of South Australia, and building on the seminal marketing research by Ehrenberg and Goodhart, How Brands Grow is a manifesto for evidence-based marketing, building brands based on what works in scientific practice rather than what should work in marketing theory.

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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 loyalty programs really affect loyalty.
Published April 12th 2010 by Oxford University Press, USA
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Jul 18, 2017Tomas Ramanauskas rated it liked it
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 -..more
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..more
Depressing! The book's advices are only suitable for big FMCG brands that aim to be the market leader. Meanwhile traditional marketing methodology is still appropriate for small brands.
Conclusion: Insightful but not practical.
If there wasnt second part of the book I would give it 2 stars
Proclaimed mythbusting marketing book which at some parts used very wisely chosen data to prove everything you knew about marketing was wrong.
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..more
Mar 13, 2011Doug Garnett rated it really liked it
Excellent and very, very challenging. Especially humbling for marketers in its stark reminder that the consumer's primary goal in life is NOT bonding with our products. And all the things this reality leads to.
At times, the book is written with the flighty shallowness of modern business books. Sadly, it may be that the publisher feared losing readers with a deeper and more serious analysis of the variants being considered. And it might have. Sad that despite spending hundreds of millions, ad age..more
This is a mind changing book. If you love Philip Kotler, don't touch this. :)
Jul 08, 2018Matthew Hodge rated it really liked it
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Mar 25, 2015Scott Macdonald rated it it was amazing
I don't really like to use words such as 'important' or 'refreshing' when reviewing a book but in this case I have to make an exception. This *is* an important and refreshing book.
The amount of waffle spouted by 'industry experts' without any empirical evidence to support their views is astounding and this one well written, evidence based book re-writes a lot of those assumed rules of advertising/branding in a couple of hundred pages.
Based on other reviews, I was worried about this being a dry..more
Aug 24, 2014Adam rated it it was amazing
If you are a brand manager for a CPG or work with the marketing team for a CPG company, then I strongly recommend reading this book. I work in the tech industry, so many of the topics are directly applicable. However, there are still plenty of take-aways. And just as the book summary promises, it will challenge many of the deeply held beliefs about marketing a brand and product.
Mar 22, 2017Maciej Zyto rated it it was amazing
Forget Kotlerian marketing. Believe in Byron Sharp's marketing.
The book questions marketing myths and provides evidence- based marketing like-laws.
Speaks about marketing science, not imagination and assumptions we took so far as truth.
I strongly recommed this book. It will not come easy, but is very rewarding.
Feb 10, 2014Yevhen Nesin rated it it was amazing · review of another edition
This is a good book about 'new marketing'. The author shows main Kotler's mistakes-exaggerations and emphasize on several main sales drivers which are physical and mental availability. To add more, Sharp claims there is no loyalty and differentiation and, you know, I believe him.
Oct 06, 2014Bryce Johnson rated it liked it · review of another edition
Read this for work. Dry, but certainly the most insightful business book I've read to this point. I feel smarter. I'm glad I liked it, or I would've had a tough time telling everyone at work that I didn't.
Meh. .
Out of date and full of obvious 'lessons' that make you go, 'Well you don't say..'
This was a good introductory book on understanding what marketers should do to grow a competitive brand.
The author establishes marketing laws.

Double jeopardy law: Brands with less market share have far fewer buyers, and these buyers are slightly less loyal (in their buying and attitudes). For implications see Chapter 2.
•Retention double jeopardy: All brands lose some buyers; this loss is proportionate to their market share (i.e. big brands lose more customers; though these represent a smaller pr
..more
Jul 24, 2018Michael Merchant rated it it was amazing
Much of our work is done thoughtlessly. We hammer away at screws and are frustrated when yelling doesn't instantly convince our colleagues. Here is a book that takes a step back from the rush of 'do do do' and asks in a systematic and reasonable way, did the work we do actually make an impact? How can we measure that?
I highly recommend this for marketing professionals and individuals trying to share a product they believe in with the world.
A word of caution, in this book, Sharp poorly distinguis..more
Jul 26, 2017Jay Ehret rated it really liked it · review of another edition
All conventional wisdom about marketing and branding is wrong and marketing is more simple than you might think. At least according to Byron Sharp.
Normally when I read a marketing book I take notes, underline, highlight and analyze the book. But in this case I listened to the Audible edition, and I didn't follow along with the downloadable PDF file that is constantly referenced in the book.
One of the biggest takeaways is that companies waste way too much time and money on brand building, speci..more
Mar 12, 2019Chris Erzfeld rated it really liked it
I found this book rather refreshing compared to all the other books on marketing I've read. I am a science nerd, and I want empirical data on everything, so the fact that this book leaned toward science more than common marketing knowledge was a fresh breeze of air. It wasn't repetitive either; the authors kept adding new information on top of all the other information, making it more in-depth, and valuable as a book, so I am going to give it four stars. If you are into marketing, study this boo..more
Jan 01, 2019Stephen Hutchins rated it it was amazing
A great summary of many issues brands encounter when they look for growth beyond their most hard core buyers and the pitfalls companies fall into when trying to assess the impact of their marketing strategies/budgets. These are defined as a set of laws that can be applied to most marketing departments needs. I Highly recommend also reading Binet and Fields 'long and short of it' paper, which has closely related findings but with a more recent data set and analysis that can be used for assessing..more
May 26, 2019Sergey Bakhtiyarov rated it it was amazing
A long-awaited critial review of a traditional approach to marketing. Having seen behavioral patterns described in the book in my own experience was liberating and adding validity to the conclusions. The alternative suggested solutions - especially, on advertising - are not as substantiated as the preceding scrutiny of a current status-quo, however seem logical and inspire further research and test by practice.
Jun 22, 2018Anjana Prabhu-Paseband rated it really liked it
Trying to understand how consumers behave has been the most important question for marketers. This book challenges the traditional textbook wisdom with empirical data that can disprove such assumption. This helps to understand the importance of scientific data with the help of newly emerged technology and science. It briefly touches cognitive sciences in understanding the power of consumer behaviour. Must read of Marketing enthusiasts.
Good overview of what marketors need to understand about how marketing really works. Focussed on B to C and consumer products - I'd have been interested in his thoughts on the B to B side as well.
Well written with lots of examples and managed to avoid the long anecdotes that often pad out business books.
Recommended.
The book is controversial because it directs people though evidence based marketing to question fundamental marketing principles and it advices brands to mass market. I believe the book is only suited for Brands that are mass produced and are market leaders, for example CPG brands (I.e. Coke, Cheerios).
Marketing had never been more empirical! This book offers great facts that questions a lot of things you already know about marketing (like consumer loyalty). Every argument is supported with research and only problem is that it lacks examples from real world a little bit, slightly boring reading. However, still one of the tops for brand managers!
Apr 06, 2018Hrushikesh Ayre rated it really liked it
Very good book to learn (or actually unlearn) Marketing concepts. Very easy to understand.
My only objection is that around 70% the book is about what are the things that are wrong in the current way of Marketing thinking, but the book spends very little in teaching what needs to be done to do it the right way.
If text books were written like this I would have stayed in college. Nice fact based if repetitive hammering of a few points but totally on the money. Byron gives us a view of marketing rarely glimpsed and wets the appetite for more. A must read for a practicing marketer and a stepping stone for future one to come. Kudos.
An interesting perspective of how brand grow in today's times. It is a different point of view from what popular marketers like Kotler have taught us so far.
The theory appeals largely to FMCG brands.
Excellent marketing book, really shows what marketers don't know.
It's mind-opening and shows different, data and science-based approach to marketing laws. It undermines what marketing gurus and 'scientists' were underpinning, many of which are actually common-sense.
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Byron Sharp is Professor of Marketing Science, and Director of the Ehrenberg-Bass Institute at the University of South Australia.
His research is supported corporations around the world including Coca-Cola, Mars, Kraft, Nielsen, British Airways, CBS, ESPN, Kellogg's and many others.
Dr Sharp has published over 100 academic papers and is on the editorial boards of four journals.
Born
Ness Valley, New Zealand
OccupationDirector, Ehrenberg-Bass Institute for Marketing Science, University of South Australia.
Website[1]

Byron Sharp is Professor of Marketing Science at the University of South Australia, known for his work on loyalty programs.[1][2]

  • 3Selected publications

Life and work[edit]

Born in Auckland, New Zealand, Sharp obtained his Bachelor of Commerce in Marketing in 1988 at the University of Auckland, and his Master of Business by Research at the University of South Australia, and PhD from the University of Adelaide.[3]

In 1995 Sharp was appointed Director of the Ehrenberg-Bass Institute at the University of South Australia, and in 1999 Professor of Marketing.[3] He also serves as board member at the Wharton SEI Center's Future of Advertising project.

His research interests include buyer behaviour and brand performance, laws & principles in marketing, market-based assets, and advertising & Media

He has one daughter who is currently 15.

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Work[edit]

In 1997, with Anne Sharp, he reported the first empirical work seeking to document the effect of a loyalty program on buyer loyalty[4]

The research found a tendency across the product categories studied for loyalty programs to produce a small amount of excess loyalty. This weak effect was later replicated.[5][6][7]Sharp ar 5516 printer driver.

In 2009 he co-edited a special issue of the Journal of Advertising Research with Professor Jerry Wind on empirical laws in advertising.[8]

Selected publications[edit]

Byron has written over 100 refereed conference papers and journal articles.[9]

Selected book titles[edit]

  • Sharp, Byron How Brands Grow: What Marketers Don't Know, Oxford University Press, 2010
  • Sharp, Byron and Professor Jenni Romaniuk, How Brands Grow: Part 2, 2015

Selected journal articles[edit]

  • Sharp, Byron and Anne Sharp, 'Loyalty Programs and their Impact on Repeat-purchase Loyalty Patterns,' International Journal of Research in Marketing 14.5, 1997[10]
  • Macdonald, Emma K. and Byron M. Sharp, 'Brand Awareness Effects on Consumer Decision Making for a Common Repeat Purchase Product: A Replication,' Journal of Business Research 48.1, 2000[11]
  • Macdonald, Emma and Byron Sharp., 'Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness,' Marketing Bulletin 14.2, 2003 [12]

References[edit]

  1. ^Oliver, Richard L. 'Whence consumer loyalty?.' the Journal of Marketing (1999): 33-44.
  2. ^Wulf, Kristof De, Gaby Odekerken-Schröder, and Dawn Iacobucci. 'Investments in consumer relationships: a cross-country and cross-industry exploration.' Journal of marketing 65.4 (2001): 33-50.
  3. ^ ab'Byron Sharp: Professor of Marketing Science, Director Ehrenberg-Bass Institute,' at linkedin.com, 2015
  4. ^Sharp, Byron and Anne Sharp (1997), 'Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns,' International Journal of Research in Marketing, 14 (5), 473-86.
  5. ^Sharp, Byron and Anne Sharp (1999), 'Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns: A Replication and Extension,' in 28th European Marketing Academy Conference Proceedings, Berlin, Germany: Institute of Marketing II, Humboldt-University
  6. ^Meyer-Waarden, Lars (2002) 'The sources of Efficiency in Loyalty Programs-An Empirical Investigation based upon a Single Source Panel', PhD thesis, University of Pau, France.
  7. ^Jorna Leenheer, Harald J. van Heerde, Tammo H.A. Bijmolt and Ale Smidts (2007) 'Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members', International Journal of Research in Marketing, 24,1, p.31-47.
  8. ^Yoram (Jerry Wind and Byron Sharp (2009) 'What We Know About Advertising', Journal of Advertising Research, 49,2
  9. ^Byron Sharp; Professor of Marketing Science, University of South Australia Google Scholar profile.
  10. ^Loyalty programs and their impact on repeat-purchase loyalty patterns.' International journal of Research in Marketing 14.5 (1997): 473-486
  11. ^ 'Brand awareness effects on consumer decision making for a common, repeat purchase product:: A replication.' Journal of business research 48.1 (2000): 5-15
  12. ^Management perceptions of the importance of brand awareness as an indication of advertising effectiveness.' Marketing bulletin 14.2 (2003): 1-15

External links[edit]

How Brands Grow Byron Sharp

  • Byron Sharp at unisanet.unisa.edu.au

Byron Sharp How Brands Grow Pdf

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