Speed Read - How brands grow

In this article, originally published in the January 2011 edition of Admap, Carl Ratcliff summarises "In How Brands Grow: What Marketers Don't Know" by Byron Sharp.

Speed Read - How brands grow

Carl Ratcliff


This Speed Read was originally published in the Admap – January 2011 issue.

In How Brands Grow: What Marketers Don't Know, Professor Byron Sharp and his team apply a variety of natural science laws to offset common presumptions as to how brands and consumer preference establish, and then grow.

Ultimately, How Brands Growseeks to deliver a new model of marketing priorities: from positioning to salience; from differentiation to distinctiveness; from message comprehension to getting noticed and promoting an emotional response; from unique selling...

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