Brand growth depends primarily on increasing mental positioning and affordability when purchasing a product or service, according to world-renowned marketing expert Prof. Byron Sharp.
Prof. Sharp, you claim that many traditional marketing strategies are flawed. But what is the biggest myth that the marketing industry still refuses to accept?
Marketers often overinvest in a small portion of their customer base—the most loyal and active buyers. It’s a habit that some companies find hard to break. But the myth that persists is that brand image alone drives growth. And that “smart” advertising can create that image. In reality, the truth about brand growth is far less exotic and less magical. Brand growth depends, first and foremost, on increasing the mental positioning and affordability of a product or service.
According to your research, brand growth comes from more new customers, not greater loyalty. So why are so many companies still investing primarily in loyalty programs?
One reason is that these programs are very difficult to terminate. They are difficult to “close” because consumers resent having their accumulated points or privileges taken away. Another reason is fashion – marketers often copy practices from each other. And in some cases, they simply don’t know the facts and current data that show how brands are actually growing.
If in 2026 you had to give one piece of advice to a marketing director whose product wanted to grow quickly, what would it be?
Invest in those brands, countries and channels that already show clear success and potential for scaling. Look for gaps in the brand’s mental positioning and physical accessibility. Where is the brand not performing well enough? For example, is a certain packaging format missing? Identify these weaknesses and correct them.
Marketers have been talking a lot about personalization and targeting in recent years. But your research shows that broad reach is more important. Where is the balance between mass marketing and personalization?
Personalization is vastly overrated – both in terms of its real impact and in terms of how effectively it can be done. Personalize where it really matters – for example, across languages, cultures or markets. But don’t lose focus on the main task: achieving broad reach. Most marketers seriously overestimate the real reach their advertising actually achieves.
Read the full interview in Manager Bulgaria.