I had this book on my to-read list for quite some time and before going on a vacation I downloaded the audiobook. Chapter by chapter, I finally finished listening to it and I’m ready to share my review with you. The book talks about the essential marketing principles, but from a bit different perspective than we are used to. The author explains, why majority of marketers misunderstand or misuse them, backing up arguments with researches, data and real examples from the field. The author is a Professor of Marketing Science at University of South Australia and he is a director of Ehrenberg-Bass Institute for Marketing Science. The institute’s researches are used by many big companies, including Airbnb, Coca-Cola, Facebook, P&G, Unilever and others.

He busts quite a few myths on such subjects as customer base, loyalty, target audience, price promotions, availability etc. My favourite is about loyalty programs. It appears that loyalty programs will not really increase the loyalty to your product. Mostly because loyal consumers will be the most motivated to join those since they will see a real benefit. There were some other arguments presented as well, but those you can find out in the book. Why I liked the book: • While reading the book, I had a feeling that Byron Sharp knows how it’s done in “real life”, what is often missing in marketing books written by theoretical professors.

How Brands Grow: What Marketers Don't Know [Byron Sharp, Daniel May] on Amazon.com. *FREE* shipping on qualifying offers. This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow.

There was even one part about price promotions, where the author stated, how theoretically it would work the best, but he also explained, why it’s never the case in reality. • The fact that he used language that I’m using in my daily life (working in marketing for an FMCG company) only made it more credible. He was using terms like SKUs, penetration, product contribution etc. • I found his ideas refreshing and believable. I wouldn’t say that it was eye-opener, because with the explanation that he gave they seemed very logical, but I did come to a realisation that I need to change the way how I do some things at work.

Why I didn’t like the book: • This will refer more to the audiobook format. There are a lot of graphs, tables and illustrative material in the book.

There was supposed to be a downloadable pdf together with the audiobook, but I never found it on Amazon site. So, I would not recommend audiobook format. Overall I’d rate the book with strong 4,5 out of 5. Why not the top-score?

Well, the fact that the person who read the book will understand that some marketing theories are myths, will not help to change the whole marketing field. So, unfortunately, even though you know the truth, you can implement it in your work only to a small extent. If you liked this book, then here are some other books, which you could consider: by Jonah Berger; Buyology: Truth and Lies About Why We Buy and the New Science of Desire by Martin Lindstrom.

By the way, if you are interested in buying a paper copy of this book, I can recommend Book Depository, which I’m using often myself (free delivery worldwide). If you buy How Brands Grow using link, I will receive a few cents from your purchase, which will help me to cover hosting costs of the blog.

This is tricky. On one hand this seems to be mythbusting, forget-everything-you-know kind of sensationalist book with researches to back its claims. On the other hand it is off-handed and lazy writing treating its reader as dimwit. It is worth flipping through with a hint of common sense and finding if these truths work for you: -Reach is everything. Target audience are bullshit. Reach as broad audience as you can. -For advertising to work you need to build memory structures.

-Create brand assets - This is tricky. On one hand this seems to be mythbusting, forget-everything-you-know kind of sensationalist book with researches to back its claims. On the other hand it is off-handed and lazy writing treating its reader as dimwit. It is worth flipping through with a hint of common sense and finding if these truths work for you: -Reach is everything. Target audience are bullshit. Reach as broad audience as you can. -For advertising to work you need to build memory structures.

-Create brand assets - branding is crucial tool to make the brand as easily recognisable as possible. -Consistency rules. -Loyalty is overrated. -Lovemarks (brands people love) does not exist.

What happens when you subject fashionable marketing theories to actual observed behaviours and supporting statistics? Loadmaster cracked. Most of them crumble. This book is surprising and forehead slappingly obvious in equal measure. It peels away accepted truths and paints a more rational picture of customers as 'uncaring cognitive misers'. Next time you hear somebody trying to sell the power of brand personalities, segmented targeting strategies, or long term algorithmic growth forecasting in a meeting - take a w What happens when you subject fashionable marketing theories to actual observed behaviours and supporting statistics? Most of them crumble. This book is surprising and forehead slappingly obvious in equal measure.