Byron Sharp

How Brands Grow

1. IDEA 1

   Marketing should follow evidence

   Sharp, a marketing professor, argues that many common marketing beliefs are not supported by evidence. Drawing on large studies of buying behaviour, he describes patterns that hold across many brands and countries.

2. IDEA 2

   Brands grow when easy to recall

   Sharp argues that brands grow by building mental availability, being easy to remember in buying situations. Advertising should help people notice and recall the brand. A brand that comes to mind first is more likely to be picked.

3. IDEA 3

   Easy buying helps brands grow

   Physical availability means being easy to find and buy. Wide distribution matters. If shoppers cannot find a brand nearby, or have to search hard for it, they will buy something else. Being in many places gives the brand more chances to be bought.

All 8 ideas from How Brands Grow →