Tribute to The Ehrenberg-Bass Institute

The profession of marketing has historically had a reputation of resembling art more than science. In extreme cases, the science of it was absent - replaced by myths, intuition, and anecdotal evidence. This paradigm shifted with the emergence and the growing influence of marketing science, and one of its grand proponents: The Ehrenberg-Bass Institute.

What is the Ehrenberg-Bass Institute?

The Ehrenberg-Bass Institute for Marketing Science (or EBI for short) is an independent, not-for-profit marketing research institute based at the University of South Australia. It was elevated to institute status in 2005 and named after the late prof. Andrew Ehrenberg and the late prof. Frank Bass respectively, as a tribute for their contribution to marketing science. Their application of physical science methods and principles to marketing was the catalyst to many groundbreaking discoveries in marketing science. Ehrenberg and Bass proved consumer behavior and brand growth can be observed in predictable patterns, mathematical models, and empirical evidence. This is the school of thought that defines the EBI.

Ehrenberg-Bass Institute is home to more than 60 researchers and marketing scientists. The most prominent marketing scientists of EBI include prof. Byron Sharp, the author of one of the most influential marketing books in the last decade: How Brands Grow, and prof. Jenni Romaniuk, renowned for her pioneer work on mental availability and distinctive brand assets.

Key findings

"If you don’t understand evidence-based marketing principles, then you are probably spending a lot of money on brand activities that don’t work."

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