Knowingo
Try 7 days free
The cover of How Brands Grow

How Brands Grow

Byron Sharp

How do brands really grow, and why do common marketing insights about loyalty and targeting so often get it wrong?

Get the app Read on the web

At a glance

Author
Byron Sharp

Why read it

  • You will aim for branding that buyers recognize at a glance instead of chasing meaningful differences from rivals
  • You will learn why reach matters, since most buyers of even giant brands buy very rarely
  • You will stop expecting price discounts to win new buyers, since their sales lift ends when the discount ends

Who it is for

  • Marketing manager preparing a growth plan and a loyalty program
  • Small business owner deciding where to spend advertising money
  • Student of marketing who suspects textbook advice is untested

Contents

  1. Reviews of How Brands Grow
  2. Author
  3. Contributors
  4. Preface
  5. The most important knowledge contained in this book
  6. Examples in this book
  7. Special thanks
  8. E-book version
  9. Chapter 1:
  10. Are marketers bleeding the companies that employ them?
  11. Marketing textbooks
  12. False assumptions have led us astray in the past
  13. Commonplace marketing mistakes
  14. Law-like reoccurring patterns
  15. Where do these discoveries come from?
  16. Chapter 2:
  17. The desire for growth
  18. The difference between large and small brands
  19. Loyalty doesn’t vary much
  20. Double Jeopardy - A quantitative guide for growth targets
  21. What about new uses – growing the category?
  22. Penetration the winning target
  23. What about niche brands?
  24. What about cross-selling?
  25. And profits?
  26. Further reading on the double jeopardy law
  27. Chapter 3:
  28. What happens when brands grow or decline?
  29. Is retention cheaper?
  30. Customer defection rates follow double jeopardy
  31. Amazing maths
  32. Even growing brands lose customers
  33. Is defection largely outside of marketer control?
  34. Acquisition is not optional
  35. Chapter 4:
  36. The death of mass marketing?
  37. Light buyers matter
  38. Pareto's law (but not as you know it)
  39. Buyers aren't always what they seem
  40. Changes occur across heavy and light segments
  41. Conclusion
  42. Chapter 5: Our Buyers Are Different
  43. Who are our buyers? Who are our potential customers?
  44. Extreme targeting
  45. I love my Mum (and you love yours)
  46. Different variants
  47. Implications
  48. Competition
  49. Chapter 6:
  50. Duplication of purchase analysis
  51. The duplication of purchase law
  52. Potential uses
  53. Marketing strategy insight
  54. Positioning and partitioning
  55. Implications for brand portfolio management
  56. Modern sophisticated mass marketing
  57. Chapter 7:
  58. Are buyers puppets?
  59. Brand loyalty – a natural part of buying behaviour
  60. Divided loyalty

More books like this