Professor of Marketing Science and Director of the Ehrenberg-Bass Institute Byron Sharp

Jenni Romaniuk

Byron Sharp

Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.

Including Emerging Markets, Services and Durables, New Brands and Luxury Brands

How Brands Grow

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 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.

What Marketers Don't Know

matej yangwao

** spoiler alert **
           Most probably I'm not marketing person so I'm biased here. book sounds to me as onboarding marketing per se tho!

First time to understand various marketing strategies? Let's give it a shot.

>When dealing with defection rate, you essentially have two options: increase your customer retention or double down on customer acquisition.

>He recommends that the best approach is to spread your budget equally between acquisition and retention programs.

>On the contrary, marketing strategies that target light buyers and non-buyers tend to yield better results because the reach is more expansive.

>What’s interesting is that creating campaigns for light or non-buyers also means those campaigns will reach your existing heavy buyers. So, there is nothing to lose.

>Marketing is more successful when it reaches light and non-buyers of a brand.

>Loyalty is a psychological effect that buyers create to simplify their lives and ensure they get consistent results. If a brand satisfies a consumer’s particular need, they will keep returning to it. Why change to a competitor when you risk feeling dissatisfied and wasting your money?

>. The general belief is that people love your brand if they are happy to tell others about it. While this is partly true, research has shown that word-of-mouth advertising declines with customer lifetime.

>In any case, the brand you buy already has “real estate” in your mind. That's the sort of thing you want to create in your target market too.

Hans Gerwitz

Good food for thought for marketers, but steeped in pseudoscience and pop psychology. It's especially egregious how Sharp cherry-picks examples to make his point that availability is The Important Thing and quietly generalizes from FMCG to, well, everything.

Recommended reading for MBAs to broaden perspective, but please try to ignore Sharp's conviction that his perspective *replaces* everything that's known about marketing.

How Brands Grow Including Emerging Markets, Services and Durables, New Brands and Luxury Brands

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