How Brands Grow: 10 years on

David Taylor

In this article, David Taylor considers ten years of learning on applying the principles in the influential book How Brands Grow by Byron Sharp, showing them to be powerful as part of an approach to growing brands.

The book How Brands Grow first came on my radar back in 2012, when I saw one of the first UK talks by author Byron Sharp, at the IPA. The Aussie professor almost created a riot with his provocative, uncompromising ‘laws’ of how brands grow. However, despite the initial scepticism about the validity of his principles, many leading companies proceeded to wholeheartedly adopt and apply them in their business. At the brandgym, we’ve used the ideas in How Brands Grow as part of our approach to helping clients create brand-led growth.

Ten years on, it seems a good...

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