Uncensored CMO Podcast interview with Prof. Byron Sharp
Institute Director Professor Byron Sharp chats with Jon Evans on the podcast Uncensored CMO.
Jon & Byron discuss:
- Being turned down for a publishing deal for How Brands Grow
- Why experts are terrible at predicting the future
- Marketers getting distracted by Purpose with little empirical support for it
- The ethical reason we should be focussed on the best return on marketing
- Byron responds to Peter Field’s Purpose research
- The top marketing myths exposed by How Brands Grow
- The No.1 surprise in How Brands Grow
- Why your customers are mostly the same as your competitors
- The law of Double Jeopardy and why we are over exposed to our own brands heavy buyers
- The paradox of very small brands having a larger customer base than expected
- Physical and Mental availability overlap
- How similar the top brands look vs ten years ago
- Lucozade sugar tax backlash and how that proved the laws of marketing
- The surprising importance of light and very light buyers
- Why a lot of your sales come from people who haven’t bought you for at least a year
- The importance of not changing your design
- Whether the laws vary depending on category
- Why market research is designed to highlight difference rather than similarity
- The importance of distinctiveness and being remembered
- What Levitt, Kotler and Akker got wrong about differentiation
- Why even bankers can’t tell their banks apart
- The power of pink concrete mixers
- Asking an 8 year old to tell you what’s different about your brand
- The real role of advertising for your brand
- How search works just like point of sale to catch people as they fall
- How the laws remain the same in B2B
- Why Apple isn’t your typical brand when it comes to selling product differentiation
- Why Ehrenberg Bass has just own distinctive asset
- Why fruit doesn’t need packaging
- The biggest unanswered question in marketing
- Plans for Ehrenberg Bass to make training available to marketers
- What Byron missed out in How Brands Grow
- The importance of marketing the research and highlighting the implications
- Describing Mark Ritson as the best business journalist in the world
- What Byron thinks about the environment and the role of marketing in it
Listen to the full podcast episode here.
