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Ehrenberg-Bass News

News, updates and insights shaping the marketing industry.

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Byron Sharp Says Distinctive Assets Reign Over Brand Story: “Who Cares, It Doesn’t Matter”

The Ehrenberg Bass Institute professor spoke with Papa Salt co-founder Charlie Maas about building an iconic brand, reports LBB’s Casey Martin.

The Ehrenberg Bass Institute professor spoke with Papa Salt co-founder Charlie Maas about building an iconic brand, reports LBB’s Casey Martin.

Thinking differently about different thinkers

1 year ago Professor Jenni Romaniuk

What if history's greatest thinkers had been marketers?

What if history's greatest thinkers had been marketers?

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Committed brands: 82% of consumers don't care

The purpose, a lot of noise, little echo?

Just one in five consumers aware of brand purpose, Ehrenberg-Bass suggests

The world’s most famous purpose-led brands are struggling to connect with consumers, according to the latest report from the Ehrenberg-Bass Institute.

Loyalty Myths

4 months ago Professor Byron Sharp

A 5% drop in defections does not result in 80%+ increase in profits

Pioneering Marketing Leader Gains Global Recognition

One of the world's most recognised authorities on marketing, the University of South Australia's Professor Byron Sharp, has been awarded the Sir Charles McGrath Award by the Australian Marketing Insti...

Do you need to repel some buyers to be successful?

4 months ago Professor John Dawes

Here today, gone tomorrow? Some reflections on ‘viral’ products

4 months ago Associate Professor Lara Stocchi

Associate Professor Lara Stocchi is a senior marketing scientist at the Ehrenberg-Bass Institute, the world’s largest centre for research into marketing. Here, she offers some reflections on ‘viral’ p...

B&T Opinion Coca-Cola & The Premier League: A Goal Scoring Partnership For 2025/26

6 months ago Dr William Caruso

At the Ehrenberg-Bass Institute, University of South Australia, we’ve spent decades researching brand strategy. Coca-Cola’s return as the Official Soft Drink Partner of the Premier League for the 2025...

The illusion of innovation: When new products and redesigned packs don’t solve a real problem

6 months ago Brooke Klement

Design decisions must be informed by evidence that any changes will solve a real problem. Blindly following trends will likely end in disaster.

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