Byron Sharp How Brands Grow Pdf Files

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Street fighter iv free play. How Brands Grow Byron Sharp and Jenni Romaniuk T his chapter quickly ends the debate about whether sales growth comes from penetration (getting more customers) or loyalty (getting customers to buy more). It documents the law of double jeopardy, with examples from a number of areas: • emerging markets • industrial (business-to-business, or B2B). Downloading either reading online. If you need to downloading How Brands Grow: What Marketers Don't Know pdf by Daniel May, Byron Sharp, then you've come to the correct site. We have How Brands Grow: What Marketers Don't Know txt, DjVu, doc, ePub, PDF formats. We will be glad if you go back again and again. How Brands Grow: A summary of Byron Sharp's book on what marketers don't know 1. How Brands Grow A summary. Introduction Upon hearing ‘How Brands Grow’ referenced & adhered to by several of my clients, I decided to pull together this summary on Byron Sharp’s ground-breaking and controversial book.

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    Preview — How Brands Grow by Byron Sharp

    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
    Mar 22, 2017Maciej Zyto rated it it was amazing

    Byron Sharp How Brands Grow Pdf

    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.
    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.
    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
    Byron Sharp How Brands Grow Pdf Files
    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.

    Byron Sharp How Brands Grow Pdf Files

    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.
    This book is empirical with some solid myth bursting on various pre conceptions about marketing. However, someone needs to read it with a pinch of salt as it disregards a lot of marketing theory that has been considered to be true.
    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.
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