By Simon van Wyk
In How Brands Grow, Byron Sharp writes that “The marketing world is extraordinarily complex, but textbooks fail us when they suggest that this complexity can never be mastered.”
He argues, however, that it’s possible to “come up with some simple rules for ‘branded competition for sales’ (i.e. competition to build a sales base with considerable lasting capability).” Here are his rules, based on empirical evidence:
By Simon van Wyk
I highly recommend all marketers to read Byron Sharp’s book How Brands Grow check out my podcast with Byron here. His research-based approach to marketing principles is refreshing and challenges a lot of our existing thinking on marketing.
To whet your appetite, here is a selection of the most salient quotes from the book:
By Simon van Wyk
One of the big buzz phrases in healthcare these days is “evidence-based medicine”. In a nutshell, it means relying on a combination of the best research evidence along with the experience doctors have treating patients as a way of achieving the best outcomes when diagnosing and managing illness.
HotHouse founder Simon van Wyk talks to Byron Sharp, professor, marketing researcher and head of the Ehrenberg-Bass Institute at the University of South Australia. His new book, How Brands Grow, canvasses empirical, observable data on marketing which stands many of the traditional tenets of marketing on their head. Byron talks with Simon about finding repeatable patterns in marketing research, online search advertising, and the similarities between medieval doctors and modern-day marketers.
Listen to the podcast below.
