Millward Brown on why salience isn't everything - and magazines still matter
It's a testament to the impact of 'How Brands Grow', the marketing book by Australian academic Professor Byron Sharp, of the Ehrenburg-Bass Institute, that it is still a hot topic in the industry, six years after its publication.
The latest event to engage with the book's arguments was organised by magazine media agency Magnetic, featured research from insights giant Millward Brown, and was held in London in May 2016.
The core of the event was discussion of a new Millward Brown study, presented by...