How Brands Grow
This pack contains How Brands Grow: What Marketers Dont Know and How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables. Buy the pack to save and take a journey to smarter, evidence-based marketing. How Brands Grow 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. It is the first book to present these laws in context and to explore their meaning and application. 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 contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based. How Brands Grow Part 2 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 brands Distinctive Assets and a framework to underpin your brands Physical Availability strategy.
Stats for nerds
6recommend
8mentions
8people
2014–2025years
75% recommend25% neutral
Mentions per year
What Hacker News says
- Competing against luck by Clayton Christensen, how brands grow by Byron Sharp
- How Brands Grow by Byron Sharp is the most compelling overview I have come across about how marketing works at the aggregate level. Despite its flaws, Thinking Fast and Slow is a good companion piece inasmuch as it sheds light on how decisions are made at the individual level.
- To the general question “have ads changed?” Yes. The style of ads generally evolve to match the time. Some of this is because the industry learns what’s effective and some is because trends and aesthetics change. In the 80s there were a lot of jingles and characters in ads, which you see much less of now. In the late 90s/early 2000s Apple started to include pop songs and the rest of the industry followed suit.
As to whether this is an effective strategy, it’s hard to say without knowing the specifics of the ad and the business, but as a rule for an ad to be effective it needs to be noticed and you need to connect it with the brand, so if it’s not accomplishing that it probably isn’t delivering on its intention (though it’s also possible that you’re not the target and if you were it would deliver). FWIW, I pretty strongly suspect that there’s too much sameness in the aesthetics and that’s hurting effectiveness. https://whyisthisinteresting.substack.com/p/why-is-this-inte...
A few books if you want more on commercials and mass advertising: - https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/151... - https://www.amazon.com/Anatomy-Humbug-Think-Differently-Adve... - https://www.amazon.com/Seducing-Subconscious-Psychology-Emot...
- Josh Kaufman's 'Your Personal MBA' is excellent - its rare that you have one book which goes through all of targeting, segmentation, positioning, marketing planning, and how it all sits together. Often books will focus on one small piece (like positioning, or value propositions) but without understanding how these pieces sit into the wider whole it's hard to put them to really effective use.
Byron Sharp's How Brands Grow is also a great book from one of the world's leading marketing professors, and aims to lay out some iron laws about buying behaviour. Byron is quite a spiky and contrarian personality, which makes the book a lot of fun to read, but he also really knows his stuff.
- Do read How Brands Grow by Byron Sharp as a somewhat dissenting, at least opiniated read on branding and marketing.
- The Ehrenberg Bass Institute has quantitative marketing/advertising/brand results going back to the 50s. If you're interested in the math, I recommend checking out How Brands Grow by EBI director, Byron Sharp.
[1] http://www.marketingscience.info
[2] http://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195...
