If You're Curious About These Questions...
You should listen to this audiobook
- Did you know that focusing on your most loyal customers might actually be the biggest mistake you’re making in your marketing strategy?
- Have you ever wondered why being 'different' from your competitors isn't nearly as important as being 'distinctive'?
- What's the secret to why some brands dominate the market while others struggle, despite having seemingly identical products?
Listen to How Brands Grow — Free Audiobook
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Key Takeaways from How Brands Grow
- Discover why marketing is a predictable science rather than just creative trial and error, and learn to apply its fixed laws to reliably boost your market share.
- Understand why increasing your overall customer base is far more effective for brand growth than trying to increase how often people buy.
- Learn why the idea that customer retention is cheaper than acquisition is a myth, and discover why you should split your marketing budget equally between the two.
- Find out why campaigns targeting light and non-buyers yield dramatically better results than traditional loyalty programs aimed solely at heavy buyers.
- Master the psychology behind brand loyalty to see how consumers use familiar brands to simplify their lives and reduce purchasing risks.
How Brands Grow — Full Chapter Overview
Chapter 1: Recommendation
Chapter 2: Marketing practice must use evidence from marketing science, not depend on old traditional beliefs.
Chapter 3: To expand your customer base, focus your efforts on acquiring new customers, not preventing current customers from leaving.
Chapter 4: Less than half of a company’s sales come from infrequent users.
Chapter 5: Attitudinal commitment to brands is weaker than marketing mythology would have you actually believe.
Chapter 6: Marketing should concentrate on making brands noticeable rather than trying to differentiate them.
Chapter 7: Advertising works through its impact on memory and should mainly target mostly light buyers.
Chapter 8: Marketers should exercise caution when using price promotions as a strategy.
Chapter 9: Brands boost their sales when more people find them easier to purchase.
How Brands Grow Summary & Overview
In How Brands Grow, Byron Sharp tackles conventional marketing wisdom, disproving many of the conventional marketing myths with scientific facts and establishing some scientifically proven principles marketers should use.
Who Should Listen to How Brands Grow?
- Anyone working in marketing
- Anyone interested in how science can affect marketing practice
- Anyone who wants to know how advertising works
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