Brand Man

When Coca-Cola, General Mills and Mars seek marketing advice, they look to Byron Sharp, Director of the globally renowned Ehrenberg-Bass Institute for Marketing Science, for direction.

Somewhat infamous within industry, Sharp and the Ehrenberg-Bass Institute are recognised for their cutting-edge research and for unravelling the core assumptions that lie at the heart of modern marketing. A Professor of Marketing Science, Sharp claims that marketers have been acting under false assumptions for too long. He argues that the scientific investigation of marketing is now completely overturning the assumptions that are printed in textbooks.

"Those textbooks were written without any research, by people who often weren't even practicing marketers, but relied on folklore and the wisdom of the day - a bit like the way medieval textbooks were written for doctors."

Read more in unisabusiness magazine.