Speed Read - How brands grow

Carl Ratcliff


This Speed Read was originally published in the Admap – January 2011 issue.

In How Brands Grow: What Marketers Don't Know, Professor Byron Sharp and his team apply a variety of natural science laws to offset common presumptions as to how brands and consumer preference establish, and then grow.

Ultimately, How Brands Grow seeks to deliver a new model of marketing priorities: from positioning to salience; from differentiation to distinctiveness; from message comprehension to getting noticed and promoting an emotional response; from unique selling propositions to eliciting relevant associations; from persuasion to refreshing, and helping to build, consumers’ memory structures; from teaching to reaching; and from assuming that consumers are rational and involved to appreciating that they are emotional and distracted.