Category Entry Points Dissected: How They Really Contribute to Growth
A much-cited, influential book in the marketing world is How Brands Grow by Byron Sharp and the Ehrenberg-Bass Institute.
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Freeing the ‘slam’ across the gluten barrier
Dr Arry Tanusondjaja, senior marketing scientist at the Ehrenberg-Bass Institute, delves into how Arnott’s removed the barrier to entry for its products by introducing a gluten-free range, and explores what this means for the brand.
Read more“If you were surprised by the ‘Top’ songs in your Spotify Wrapped, it might be because the difference between your top 5 and top 100 streamed songs is just a tiny number of plays”: Get more streams in 2025
First published in 2010, Byron Sharp’s seminal book, How Brands Grow has become a marketeer’s bible. In it, Sharp used empirical research conducted at the Ehrenberg-Bass Institute for Marketing Science to challenge widely held industry beliefs about marketing effectiveness. In this article, Mark Knight, the founder of Major Labl Artist Club considers how Sharp’s principles of brand growth could equally be applied to band and artist growth and questions why the music industry has been so slow to adopt his learnings…
Read moreBankruptcy of Tupperware and Avon brands: when history and loyalty are not enough
One of the answers can be found in an article by analyst Arry Tanusondjaja from the Ehrenberg-Bass Institute . Both once iconic brands declared bankruptcy on the American market in 2024. Both had distribution based on direct sales using personal visits by salespeople to homes.
Read moreMarketing is a science
According to the researcher from the Ehrenberg-Bass Institute, the marketing manager must promote a culture in order to prove the effectiveness of the marketing.
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