How Do Brands Grow? Probably Not The Way You Think...

In 2010, Australian marketing academic Professor Byron Sharp, director at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, published a controversial book, “How Brands Grow (What Marketers Don’t Know)“. The reason for the uproar was the subject matter – nothing short of a full frontal assault on all accepted consumer marketing wisdom (as well as the suggestion that virtually all marketing text books were wrong).

News 10 years ago Unknown author

Consumer marketing orthodoxy over the last 30 years has preached the importance of targeting, loyalty, and customer retention. The teachings of Philip Kotler and his followers have been taken as gospel. But what if these theories turned out to be contradicted by empirical evidence? The work of Australian academic Byron Sharp may force a rethink of how FMCG brands go about delivering growth.

Read the full article at Momentology.