Byron Sharp tells Procter & Gamble, Unilever, Colgate-Palmolive and Coca-Cola how to market

Professor Sharp and his colleagues at the University of South Australia’s Ehrenberg-Bass Institute of Marketing Science argue that there are immutable “law-like patterns” that govern why brands succeed or fail. Those “laws” were first collected in a 2010 book How Brands Grow and have been expanded in a second volume, How Brands Grow II, focused on emerging markets and new product categories. Both are published by Oxford University Press. Sharp is fascinated by the patterns he says govern consumer behaviour in competitive markets. While he resists the notion of an easy list of laws or ready reckoner, his published work leaves little doubt that he sees the patterns as objective and absolute.

Read the full article at The Australian.