How Brands Grow: the book that changed marketing

The South Australian book that helped change the world’s marketing mindset to be more analytical is still as relevant today as it was when launched a decade ago. Still as relevant today as it was when launched a decade ago. The book was the first of its kind to present scientific laws and what these laws mean for marketing strategy and business, as well as dismissing marketing’s “cultural cringe”

News 5 years ago Unknown author

Written by Professor Byron Sharp, the Director of the University of South Australia’s Ehrenberg-Bass Institute,How Brands Grow: what marketers don’t knowpioneered the transformation of marketing from an art to a science.

The book was the first of its kind to present scientific laws and what these laws mean for marketing strategy and business, as well as dismissing marketing’s “cultural cringe”.

“Science has transformed every discipline it’s touched, and it’s doing the same for marketing,” says Professor Sharp.

“Science is simply the systematic study of the real world, and buying and selling is certainly a big part of the real world.

“A lot more people now are comfortable that marketing is still a creative discipline and that a better scientific understanding of the way the world works doesn’t threaten that.”

Professor Sharp and his team at the Ehrenberg-Bass Institute, the world’s largest centre for research in marketing, demolished accepted beliefs to reveal that price promotions fail to attract buyers, any brand’s loyal buyers also buy rival brands, and loyalty programs fail to boost brand loyalty.

Read the full article in InDaily.