It Is Not a Choice: Brands Should Seek Differentiation and Distinctiveness

This article analyses the book "How Brands Grow" by Professor Byron Sharp and the researchers of the Ehrenberg-Bass Institute.

It Is Not a Choice: Brands Should Seek Differentiation and Distinctiveness

Nigel Hollis Millward Brown

The book How Brands Grow by Professor Byron Sharp and the researchers of the Ehrenberg-Bass Institute makes an important contribution to the science and practice of marketing. We find ourselves in agreement with the authors on many of their key points.

It is certainly true that most established categories are in a dynamic state of equilibrium most of the time. Innovation is risky. Salience, distinctiveness, and distribution are all important factors in a brand's growth.

However, the conclusions we would draw from...

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