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How Brands Grow: What Marketers Don't Know (2010)

by Byron Sharp(Favorite Author)

4.48 of 5 Votes: 3

ISBN

0195573560 (ISBN13: 9780195573565)

languge

English

genre

Humor

publisher

Oxford University Press, USA

review 1: This book was about as dry as a textbook, but did contain a lot of interesting information. Byron Sharp's tone is fairly condescending and frustrated, and at times he is really repetitive (the last chapter says the same things OVER AND OVER AND OVER); nevertheless, I appreciate the scientific approach and intellectual rigor he brings to the marketing world's almost universally accepted and rarely questioned orthodoxy. Certainly not a book for the "lay reader" outside of the business world, but a worthwhile read for those within industry or currently in business school.
review 2: This book is basically a MythBusters for marketers. Sharp and his team debunk theories that most marketers are taught in college by showing that they don't exist in the real world. For ... moreexample, he says that the main thing brands should focus on is availability (both mental and physical) and not differentiation or niche marketing. He also discourages the use of price promotions which lead to short-term sales boosts, but no measurable long-term growth. In a field commonly thought of as an art, Sharp shows that there are scientific laws and trends that can be applied to building a brand. Sharp outlines seven rules that have been shown to actually help brands grow. Whether you are studying marketing in college or have been building brand for decades, this is a book that you need to read to make the best use of your resources and create an enduring brand. less

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