Description This audiobook 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 audiobook to present these laws in context and to explore their meaning and application. The most distinctive element to this audiobook is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

Nov 28, 2012 - How Brands Grow: What Marketers Don't Know Author: Byron Sharp Publisher: Oxford University Press Publication: 2011 How Brands Grow:.

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. Raja ki aayegi baraat serial episode 1 tune.pk.

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. Excellent and very, very challenging.