How digital brands test the limits of ‘how brands grow’

Looks at how Byron Sharp’s 'How Brands Grow' has changed how people think about brand building over the past ten years.

Byron Sharp’s How Brands Grow has changed how people think about brand building over the past ten years. More than 70 Effie, IPA Effectiveness, and Cannes Lions case studies have referenced it. Brand owners including Mars and Diageo declare themselves to be disciples of Sharp’s Marketing Laws of Growth, and commission work on those laws.

Another phenomenon that has reshaped the marketing landscape in the past decade is the digitisation of brands and brand-building. The world’s most valuable brands are born and built from software and the internet. Most customer experiences are now digitised. Digital channels now dominate...

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