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Byron Sharp, whose How Brands Grow book has taken the marketing world by storm over the last decade, has some relevant things to say about purpose and positioning. Specifically, he argues that brands should shift away from positioning—thinking about how they line up against competitors—and towards salience: the “propensity to be noticed or come to ... See more
Colin Nagy • The Brand Positioning Edition
as Andrew Ehrenberg and Byron Sharp have shown, markets are much less segmented than people think. We all use a repertoire of brands – Waitrose shoppers pop into Lidl too – so all category brands compete with one another to some extent.
APG Ltd • How not to Plan: 66 ways to screw it up
These are universal principles that apply to companies of all sizes! Their examples tends toward large stable brands only because they have the data is more readily accessible.The HBG books and their Rules all derive from Andrew Ehrenberg's NBD-Dirichlet model of consumer buying behavior.That model has decades of supporting research (much of it to ... See more
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while their average purchase rate varies little. Put another way: loyalty
Byron Sharp • How Brands Grow
Byron Sharp - How Brands Grow_ What Marketers Don’t Know (0) - libgen.lc
The document discusses evidence-based marketing principles, challenging common assumptions, and revealing laws governing brand growth, loyalty, penetration, and cross-selling metrics in various product categories and markets.
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