Ehrenberg-Bass News

Fifty years ago, the first ever complaint about an ad was made to the newly formed Advertising Standards Council. At least three-quarters of the Australian advertising business was owned by American agencies, necessitating an Australian voice and the formation of the Advertising Federation of Australia in 1974. And in the same year, the first Advertising major was launched at the Queensland University of Technology, with the University of Technology, Sydney, following 16 years later and most of the other universities within the next decade (Kerr, Waller and Patti, 2009).

Byron Sharp’s How Brands Grow has become a cornerstone of modern marketing, offering invaluable insights into the dynamics of brand success. The 11 laws he outlines provide a comprehensive framework for understanding how brands grow and how marketers can effectively drive growth. Let’s delve deeper into these laws, exploring their implications and real-world examples.

The media and marketing worlds are swimming in data. In fact, one media executive recently told B&T that “sometimes we drown in data”.

That’s where these Best of the Best Data Scientists come into play. They help everyone from brands to agencies and beyond make sense of the data produced. Without them, our world would return to an age of superstitions, gut feelings and stabs in the dark. With them, we can see the wood for the trees — as well as getting incredibly granular with the numbers.

Drawing on 30 years of empirical findings from the Institute, the writers debunk what they think are frequent misconceptions of what research says about how effective marketing works.

Have you ever been thirsty and thought to yourself, I need a red drink? I suspect the answer is no. But I’m betting that while scanning the soft-drink shelves in a busy and cluttered store you have used the colour red to help you find a Coke.

B2B brands built on the back of Ehrenberg-Bass’s principles, using AI to amplify their advantages, will dominate the market in the coming century.