The benefits of tailored targeting: challenge Byron Sharp and grow your brand

This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

The ubiquitous Byron Sharp has sold over 50,000 copies of his book, How Brands Grow, however, this year's entrants demonstrate that many in the advertising and marketing industry refuse to adopt his arguments as sacrosanct.

Is this because we simply think we know better? Or is it because, no matter how many times Sharp tells us that his laws are based on hard evidence and apply across different countries, time periods and market conditions, practitioners know that brands can also grow by breaking rules.

In case you do not have them pinned up above your desk, let...

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