byron sharp how brands grow pdf download

(Shortform note: In a 2020 interview, Sharp claims that since the publication of How Brands Grow in 2010, the mainstream marketing world has fully embraced some of his ideas and resisted others. In short, Sharp argues that mass marketing-basic messaging about your brand for a general audience-is still the most effective way to grow, despite many marketing professionals declaring it “dead.” Focus on making your brand memorable instead of unique.Market to as many different demographics as possible-ideally, the whole human race.Focus on constantly attracting new customers instead of establishing a core group of loyal fans.However, Sharp asserts that you should do the opposite-we’ve consolidated his advice into these three rules: Give your customers a reason to choose you over your competitors by communicating to them how your brand is different and better.

Tailor your marketing to the niche target market that’s most likely to buy your product.

Work to retain your existing customers instead of seeking new customers.

By examining the real-world data that indicates which marketing techniques succeed and which fail, Sharp claims to have discovered a new set of empirical rules that directly contradict the widely-held “common sense” principles of marketing.Īccording to Sharp, most modern marketers believe you should: In How Brands Grow, marketing professor Byron Sharp argues that many of the marketing principles commonly taught in business schools are unsubstantiated myths. Finally, we’ll update Sharp’s theories in light of the most recent marketing developments and trends, including personalized advertising, social media engagement, and the renaissance of the subscription business model.ġ-Page Summary 1-Page Book Summary of How Brands GrowĮverything you know about marketing may be wrong. In addition, we’ll contrast Sharp’s theories with those of marketing experts who argue against his contrarian stance, such as Al Ries and Jack Trout ( Positioning) and Seth Godin ( Purple Cow). Furthermore, we’ll define what Sharp believes to be the optimal strategy to market any brand. In this guide, we’ll explore what Sharp believes most marketers get wrong about where a brand’s profits come from and the psychology behind consumers’ purchasing decisions. By examining the real-world data that indicates which marketing techniques succeed and which fail, Sharp claims to have discovered a new set of empirical rules that directly contradict the widely-held “common sense” principles of marketing. What if everything you knew about marketing was wrong? In How Brands Grow, marketing professor Byron Sharp argues that many of the marketing principles commonly taught in business schools are unsubstantiated myths.

Book Rating by Shortform Readers: 4.6 ( 119 reviews)

Byron sharp how brands grow pdf download