How Brands Grow Summary

Summary of How Brands Grow Book by Professor Byron Sharp

Name: How Brands Grow
Rating: 4.5 (719 reviews)
Author: Professor Byron Sharp

4.5 . 719 reviews

Short summary

How Brands Grow was written by Professor Byron Sharp, a marketing science expert and the director of Ehrenberg-Bass Institute in Australia. It answers the numerous questions that bother many marketers from around the world. You’re not about to read stuff from a wannabe marketer; Professor Byron Sharp’s strategies are backed by years of deep research. In this summary, you will learn some popular marketing practices that are harmful to modern brands. You will gain knowledge on how to remain physically and mentally available to a buyer, marketing mistakes to avoid, advertising practices to adopt, and what every brand manager should know about branding. Moreover, this summary will reveal practices that can help successfully grow your brand after every other method has failed. “The real challenge of marketing is all about availability—available in the mind and in the store.” ~ Professor Byron Sharp

13 min

7 key points

6 insights

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Table of content

Summary of How Brands Grow
About the author
What is How Brands Grow about?
Who should read How Brands Grow
Topics in How Brands Grow

first key point

Creativity is an essential marketing skill, but it’s not all you need to succeed

Listen the first key point

00:00

Marketing is a vast and dynamic field that requires creativity. But many professionals have come to believe that it is all about trial and error to see what works. The way they view it, their profession is not like engineering or economics, where hard and fast rules exist; it’s more about learning foundational concepts, like buyer psychology and the technicalities of sales channels, so that almost everything else they do would be hinged on experimentation.

But research has proven this to be an ill-founded belief.

Marketing is not an abstract field; it’s both a science and an art, and its laws are as predictable as the rules of math and physics. So, yes, creativity is involved, but you can also predict your results if you know and follow the laws.

This summary is all about showing you what those laws are and pointing out simple ways you can start applying them right away. We will cover strategies for:
• Increasing sales.
• Monitoring brand growth.
• Performing competitor analyses and everything in between.

Marketing offers the ability to outperform competitors while they wonder about your strategy.

In the marketing world, building a competitive brand is majorly about creating both physical and mental availability. Brands that are easy to discover and buy usually have a higher market share than lesser-known brands. Consequently, marketers need to improve the branding and uniqueness of their products. This is also one of the things you will learn from this summary.

second key point

Innovative brands prioritize horizontal growth

Growing your brand’s market share can be challenging, primarily if you’re operating in highly saturated markets like software or consumer products.

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third key point

Improving sales involves studying market share and buyers’ defection rate

fourth key point

Brands are a necessary evil; every buyer must have a brand they’re committed to

fifth key point

Marketing will have a smooth sail when products meet the needs of buyers

sixth key point

Brands pass through several marketing stages before they become successful

seventh key point

Conclusion

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What is How Brands Grow about?

In this insightful book, Professor Byron Sharp challenges conventional marketing wisdom and reveals the secrets behind brand growth. Through extensive research and analysis, he debunks common myths and provides evidence-based strategies for marketers to effectively reach and engage their target audience. With a focus on understanding buyer behavior and the importance of mental and physical availability, this book offers valuable insights for anyone looking to build successful brands in today's competitive market.

Who should read How Brands Grow

Marketing professionals seeking evidence-based strategies for brand growth.
Business owners looking to understand the principles of successful branding.
Students studying marketing and seeking comprehensive insights into brand building.

Topics in How Brands Grow

Marketing Strategy Advertising Business Business Development Entrepreneurship Sales Branding Product Management Digital Marketing Social Media Marketing Content Creation SEO Networking Productivity Management

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