It’s Byron Sharp’s World. We’re Just Marketing In It

Six years ago, Byron Sharp’s “How Brands Grow” challenged the conventional wisdom surrounding brand loyalty, purchase frequency and market share growth.

Marketers and academics alike have taken to the book’s bold assertions about consumers and our efforts (or lack thereof) to reach them en masse. Kantar Worldpanel’s most recent Brand Footprint report, which tracks the 150 most “chosen consumer brands,” shows that fortune favors Sharp’s bold approach for growth. The principles that come to life in the report include:

Read more at Comms Planning.