Byron Sharp on the legacy of How Brands Grow – and why he disagrees with Les Binet

The subject matter was dynamite. The thinking of Sharp, and the Ehrenberg-Bass Institute, is now central to the way many brands operate – think ‘mental and physical availability’ or ‘penetration over loyalty’. The book is now 10 years old. So to mark the anniversary, we caught up with Professor Sharp to ask him about the impact it has had, and the big questions the industry still needs to solve.

News 5 years ago Unknown author

Nearly a decade ago, in a conference ballroom in Beijing, I first heard Professor Byron Sharp present the thinking from his breakthrough book, How Brands Grow.

I’m sure I’m not the only one who left the room feeling 100 times smarter than when I went in – and also a lot more sceptical of some of the everyday nonsense of the marketing industry (‘brand love’, anyone?).

The book is now 10 years old. So to mark the anniversary, we caught up with Professor Sharp to ask him about the impact it has had, and the big questions the industry still needs to solve.

Read the full article in WARC.