First Four Chapters of Byron Sharp’s How Brands Grow
Please read the first four chapters of the text book, and blog aboutÂ
the following areas:
- Based on your reading of all the four chapters, how do you respond to Prof. Sharp’s assertion that “Many of the ‘facts’ marketing people believe, particularly about brand buying, are incorrect. Furthermore, many marketers lack the deep knowledge necessary to ask the questions that will lead to new valuable insights” (Page #9)? Do you agree? Disagree? Why? Are you intrigued? Why?
- Do you see a link between Prof. Sharp’s question “Which Customers Matter Most?” (title of Chapter #4) … and the Source of Business we discussed in the Incite model? Please explain your response.
For both the above questions, I am looking for your point of view, not a dump or paraphrasing of what you’ve read.
How Brands Grow
by Byron Sharp
Originally published in hardback by Oxford University Press
OXFORD is a trademark of Oxford University Press in the UK and in certain
Copyright Â© Byron Sharp 2010
First published 2010, reprinted 2010, 2011, 2012
Revised e-book version 2014
National Library of Australia Cataloguing-in-Publication entry Sharp, Byron.
How brands grow: what marketers donâ€™t know / Byron Sharp.
ISBN 978 0 19 557356 5 (pbk)
1. Marketing. 2. Advertising. 3. Branding (Marketing). 4.Consumer Behavior.
5. Market Research.
Reviews of How Brands Grow
â€œHighly practicalâ€¦includes many groundbreaking ideas.â€
â€œMore than anything else, Iâ€™m just plain envious. Itâ€™s a book I wish I had the
intelligence to writeâ€¦.
Reading Sharpâ€™s critique of the cult of differentiation made me smile. And I
laughed out loud at his characterisation of supposedly committed consumers
as uncaring cognitive misers.â€
Marketing Week (UK)
â€œMarketers need to move beyond the psycho-babble and read this bookâ€¦ or
be left hopelessly behind.â€
Joseph Tripodi, Chief Marketing & Commercial Officer
The Coca-Cola Company, Atlanta USA
â€œUntil every marketer applies these learnings, there will be a competitive
advantage for those who do.â€
Mitch Barns, CEO
The Nielsen Company
â€œA scientific journey that reveals and explains with great rigour the Laws of
Bruce McColl, Chief Marketing Officer
â€œThis book puts marketingâ€™s myth-makers, of which there are many, in their
Thomas Bayne, CEO
MountainView Learning, London.
Dr Byron Sharp is Professor of Marketing Science, and the Director of the
Ehrenberg-Bass Institute, at the University of South Australia. The
Ehrenberg-Bass Instituteâ€™s research is used and financially supported by many
of the worldâ€™s leading corporations, including Coca-Cola, Colgate-Palmolive,
First National Bank, General Motors, Procter & Gamble, Turner
Broadcasting, ESPN, and Unilever.
Byron has published over 100 academic papers and is on the editorial board
of five journals. He recently co-hosted with Professor Jerry Wind two
conferences at the Wharton Business School on the laws of advertising, and
co-edited the 2009 and 2013 special issues of the Journal of Advertising
Research on scientific laws of advertising.
His university textbook â€œMarketing: theory, evidence, practiceâ€ (Oxford
University Press) was released in 2013.