Byron Sharp How Brands Grow Pdf Files

• How Brands Grow Pdf

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 - 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 - branding is crucial tool to make the brand as easily recognisable as possible.Consistency rules.Loyalty is overrated.Lovemarks (brands people love) does not exist. 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 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 walk around the block. I would rate this book a 4 but really, how high would your conscience allow you to rate a book about marketing? 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 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 data (e.g. How easily consumers switch brands, etc) - something that is unusual in marketing. It also ties in nicely with the work of Daniel Kahneman on heuristics saying that, despite having little loyalty, most people only buy things they've heard of (we take mental shortcuts for decisions as Kahneman has comprehensively proved) so you need to make sure people have heard of your brands in the first place if you want to sell it.

However, I only give this four stars as in some of the later chapters (e.g. Chapter 9, 'How advertising really works') the author suddenly drops his evidence-based approach and goes back to the time-honored marketing approach of making authoritative but evidence-devoid assertions. For example, the now popular idea that you need to create more 'occasions' around your brand to grow mindshare clearly come from this book, but no data for it is ever presented. 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 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 read. It's actually not that dry at all and the tables and graphs are very good at illustrating the main points. The summary of the findings at the beginning of the book is also a nice touch.

Definitely worth a read. 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 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, specifically on trying to build an image and personality through differentiation.

Building distinction is more important than being different. Also target marketing is bunk, spend your time and money advertising (which does help build the brand) to a big audience rather than a narrow one. Provoking and mind challenging book about the fundamentals of marketing. The book carefully busts a number of common, highly considered marketing myths (main target: Kotler) that are sometimes still peddled today; specially interesting are its attacks on 1Cesoteric quackery concerned with segmentation, differentiation and how buyers perceive brands (e.g. Brand personality) 1D. When you look at the data, what works in branding is surprisingly simple 13 making the brand easy to buy 13 by maximisin Provoking and mind challenging book about the fundamentals of marketing.

The book carefully busts a number of common, highly considered marketing myths (main target: Kotler) that are sometimes still peddled today; specially interesting are its attacks on 1Cesoteric quackery concerned with segmentation, differentiation and how buyers perceive brands (e.g. Brand personality) 1D.

When you look at the data, what works in branding is surprisingly simple 13 making the brand easy to buy 13 by maximising it's physically availability and creating an attractive and memorable set of distinctive brand assets; sensory and semantic cues such as colours, packaging, logo, design, taglines and celebrity endorsements that make the brand easy to like, memorise and recall. The real challenge of marketing is all about availability 13 available in the mind and in the store. The book also challenges the concept of customer loyalty, largely a myth: customers are at best 18promiscuous loyals 19 13 flitting fickle-like between alternative rival brands based on availability. The book outlines 7 scientifically derived rules for brand growth. 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.

How Brands Grow Pdf

And it might have. Sad that despite spending hundreds of millions, ad age 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 agencies aren't filled with people who have serious curiosity about how the world works. I'd caution how far you take his conclusions about Differentiation and Persuasion.

Sharp draws firm conclusions that fit the broadest of brand advertisers. But there are also times when at least the processes of (good) differentiation and persuasion work are critical to brand success. Of particular value is the last chapter where he lays out his recommendation for what you should do to grow your brand. There is some exceptionally good thinking in this part. So I find it's a 'must read' that should change modern marketing.

And read it with care in a few sections. This book is basically a MythBusters for marketers. Sharp and his team debunk theories that most marketers are taught in college by showing that they don't exist in the real world. For example, he says that the main thing brands should focus on is availability (both mental and physical) and not differentiation or niche marketing.

He also discourages the use of price promotions which lead to short-term sales boosts, but no measurable long-term growth. In a field commonly thought of as an art, Sha This book is basically a MythBusters for marketers. Sharp and his team debunk theories that most marketers are taught in college by showing that they don't exist in the real world.

For example, he says that the main thing brands should focus on is availability (both mental and physical) and not differentiation or niche marketing. He also discourages the use of price promotions which lead to short-term sales boosts, but no measurable long-term growth. In a field commonly thought of as an art, Sharp shows that there are scientific laws and trends that can be applied to building a brand.

Sharp outlines seven rules that have been shown to actually help brands grow. Whether you are studying marketing in college or have been building brand for decades, this is a book that you need to read to make the best use of your resources and create an enduring brand.

An essential reading for those in marketing. The author carries a big stick; the many sets of data as proof for his theories. And from many different categories which demonstrates that what he's saying is not obscure or too left field.

I did not always agree with everything he says. For instance, on page 82, he writes 'The reality is that few brands are exclusively bought for specific consumption situations, and which brands are bought for which situation varies between consumers and over time.' An essential reading for those in marketing. The author carries a big stick; the many sets of data as proof for his theories. And from many different categories which demonstrates that what he's saying is not obscure or too left field. I did not always agree with everything he says.

For instance, on page 82, he writes 'The reality is that few brands are exclusively bought for specific consumption situations, and which brands are bought for which situation varies between consumers and over time.' What about cars, insurance, real estate property, vitamins, telephony and other specific consumption categories?

This book will give you plenty of 'Aha' moments and rile you up too (as it did me). And that makes for a great book. The reality behind successful marketing practice. Marketing practice should use evidence provided by marketing science, not rely on traditional beliefs.

Quite revolutionary: To grow your customer base, focus efforts on getting new customers, not on stopping existing customers from leaving. Just under half of a company’s sales come from non-frequent users. Attitudinal commitment to brands is weaker than marketing mythology makes it out to be. Marketing should focus on making brands noticeable instead The reality behind successful marketing practice. Marketing practice should use evidence provided by marketing science, not rely on traditional beliefs.

Quite revolutionary: To grow your customer base, focus efforts on getting new customers, not on stopping existing customers from leaving. Just under half of a company’s sales come from non-frequent users. Attitudinal commitment to brands is weaker than marketing mythology makes it out to be. Marketing should focus on making brands noticeable instead of trying to differentiate them.

Advertising works thanks to its effect on memory and should target mainly light buyers. Marketers should be careful when using price promotions as a strategy. Brands increase their sales when more people find them easier to buy. This book is amazing. Just 200 pages but packed with solid information on how to grow your brand (any B2C consumer brand).

The author talks about evidence based marketing. He proposes no theory which is not backed by research. He also dispels a lot of myths and attacks a lot of stuff taught in MBA colleges. Example, every brand has to have a USP and needs to be different. Byron Sharp says we do not need to worry about differentiation.

I agree to his views because I have worked on a brand which was This book is amazing. Just 200 pages but packed with solid information on how to grow your brand (any B2C consumer brand). The author talks about evidence based marketing. He proposes no theory which is not backed by research. He also dispels a lot of myths and attacks a lot of stuff taught in MBA colleges.

Example, every brand has to have a USP and needs to be different. Byron Sharp says we do not need to worry about differentiation. I agree to his views because I have worked on a brand which was launched 5 years back. It was no different from competition, yet it became No. 1 in just 4 years. This is a must read book for all CEOs and Marketing guys. In this fact based book by Bryson Sharp, there are various of ideas depicted about marketing and its theories.

For example, there is no need to target specific people because the best way to advertise is mass marketing. Another idea in this book is that people don't have any loyalty for a brand and if you want loyalty you need to get out of the business and get a dog. Even though 'How Brands Grow' is sometimes dry and very academically written, it is extremely thought provoking and entertaining In this fact based book by Bryson Sharp, there are various of ideas depicted about marketing and its theories. For example, there is no need to target specific people because the best way to advertise is mass marketing. Another idea in this book is that people don't have any loyalty for a brand and if you want loyalty you need to get out of the business and get a dog.

Even though 'How Brands Grow' is sometimes dry and very academically written, it is extremely thought provoking and entertaining to read. Overall, a very fun book to read, stacked in interesting facts and I would recommend this book for anyone that likes reading non-fiction or want to know how brands grow. This book should be required reading for anyone in marketing.

Sharp's recipe for brand growth is simple and straight forward, and challenges much of today's conventional wisdom. Companies waste way too much time and money focusing on strategies that don't move the needle. My key takeaways: 1) Targeting doesn't work, 2) Aim for distinctive & memorable vs.

'differentiated' branding, 3) Consistency is key. I highly recommend the book to anyone in the CPG industry.

The writing is pretty dry, but This book should be required reading for anyone in marketing. Sharp's recipe for brand growth is simple and straight forward, and challenges much of today's conventional wisdom. Companies waste way too much time and money focusing on strategies that don't move the needle. My key takeaways: 1) Targeting doesn't work, 2) Aim for distinctive & memorable vs. 'differentiated' branding, 3) Consistency is key.

I highly recommend the book to anyone in the CPG industry. The writing is pretty dry, but the content more than compensates.

This book was about as dry as a textbook, but did contain a lot of interesting information. Byron Sharp's tone is fairly condescending and frustrated, and at times he is really repetitive (the last chapter says the same things OVER AND OVER AND OVER); nevertheless, I appreciate the scientific approach and intellectual rigor he brings to the marketing world's almost universally accepted and rarely questioned orthodoxy. Certainly not a book for the 'lay reader' outside of the business world, but a This book was about as dry as a textbook, but did contain a lot of interesting information. Byron Sharp's tone is fairly condescending and frustrated, and at times he is really repetitive (the last chapter says the same things OVER AND OVER AND OVER); nevertheless, I appreciate the scientific approach and intellectual rigor he brings to the marketing world's almost universally accepted and rarely questioned orthodoxy. Certainly not a book for the 'lay reader' outside of the business world, but a worthwhile read for those within industry or currently in business school.