How Brands Grow: What Marketers Don't Know
- Downloads：4380
- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-06-10 09:54:40
- Update Date：2025-09-06
- Status：finish
- Author：Byron Sharp
- ISBN：0195573560
- Environment：PC/Android/iPhone/iPad/Kindle
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Reviews
Goran Jankuloski
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Značajna i loše napisana knjiga。 Siže staje u jedan pasus ili čeklistu predrkano dizajniranu da se okači marketing direktoru u kanc。 A valjalo bi， jer se knjiga bavi najcescim marketinskim taktikama i zasto NE rade。 Deo "sta radi" dobija dosta manje paznje， i po pasusima i dubini analize。 Zato bi tačniji naziv bio "How brands DON'T grow。" Ima 4 autora i svaki pise vidno drugacije。 Medjutim， ima tu dovoljno objasnjenih 7 tacaka koji bi unapredili 90% marketing strategija na tržištu。Preporučujem i Značajna i loše napisana knjiga。 Siže staje u jedan pasus ili čeklistu predrkano dizajniranu da se okači marketing direktoru u kanc。 A valjalo bi， jer se knjiga bavi najcescim marketinskim taktikama i zasto NE rade。 Deo "sta radi" dobija dosta manje paznje， i po pasusima i dubini analize。 Zato bi tačniji naziv bio "How brands DON'T grow。" Ima 4 autora i svaki pise vidno drugacije。 Medjutim， ima tu dovoljno objasnjenih 7 tacaka koji bi unapredili 90% marketing strategija na tržištu。Preporučujem i pored WordArt Office 98 templejt dizajna。。。a to je za mene veliki ustupak。 。。。more
Max
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Wow。 Awesome book on business and marketing strategy。
Luca Corinaldesi
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Marketer， you need to read this！ Don't waste your time with Kotler。 Marketer， you need to read this！ Don't waste your time with Kotler。 。。。more
Neil Krikul
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Mind-blowing。
Amir Jabbari
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The author has provided a lot of unorthodox principles in this book， some of which are very good to know。
MAlmri
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This is book is great in point of addressing the real market research and then addressing the core point。 It has real market researches that makes the pictures or the final thoughts clear。 However， I see one point need to be addressed is that the numbers of people where the researches run over them where this will make the book more stronger in point of researches data and more accurately as well。I recommend who are interesting in marketing and brands particularly to have a look into this book。
Nando Murdoch
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Good ideas。 Poorly written。
Rambling Reviews
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Look。 Finished。 I still don't understand how distinctiveness isn't a form of differentiation。 The man argues that you shouldn't get caught up in the meaning of words but I think he has a different meaning of differentiation than I do。 He's an INCREDIBLY self-important writer。 So happy to sneer at what has gone before him except if it supports his views。 The book comes across as internally inconsistent。 It derides case studies with no proof but then provides anecdotal case studies with no proof。 Look。 Finished。 I still don't understand how distinctiveness isn't a form of differentiation。 The man argues that you shouldn't get caught up in the meaning of words but I think he has a different meaning of differentiation than I do。 He's an INCREDIBLY self-important writer。 So happy to sneer at what has gone before him except if it supports his views。 The book comes across as internally inconsistent。 It derides case studies with no proof but then provides anecdotal case studies with no proof。 It fails to provide backup for many （MANY） of its claims。 It intentionally misconstrues， obstructs or oversimplifies the truth。 （Yes， I'm aware I probably need to provide proof of what I'm saying but honestly I'm not the academic and this book left me tired。）It's heavily geared to FMCG。 He has a pedantic obsession with mass marketing and a lot of the specifics of his recommendations haven't aged well （TV is great because reach。） Nothing about WOM， social proof， influencers， digital marketing， what does accessibility mean in the digital age， etc。 There are many astronomically successful brands that have never had a second in a major supermarket。 HEAVILY focused on sales， particularly frequency of sales。 I can't help but think that， according to this bloke， I'm not a loyal Apple user because I haven't bought anything recently。 This is where the success and quality of the product and considering things POST PURCHASE come in mate。 I've had the same computer since 2014 because it still runs all the programs I need it to run without a blip。 Why would I replace it if it's still going strong？ （To be fair， I was probably something closer to a fangirl for a long， long time， but now am a continuing customer due to inertia — it's too inconvenient for me to change — and because I hate the look and function of pretty much everything else on the market。 At least when it comes to computers。 Nothing to do with seeing the company with heart eyes emojis。） I can't help but think he'd be one of those guys who advocates for reducing the quality to increase the frequency of purchase。 Hard to walk away and not think: if you're new， don't even bother trying。 If you're small， shut up shop now。 If you can't get in a supermarket you're irrelevant。 （None of this is true， by the way）。He gets two stars because some of the points are great。 Most of it is nowhere near as good as he thinks it is。 。。。more
Rúben Couceiro
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A book very focused on consumer packed goods companies。 Very objective and pragmatic and with a very distinctive marketing view from those well know names， such as Kotler。 Its a must read for everyone working in CPG since it grasps very interesting concepts and challenge a lot the status quo。 Totally recommend。
Ketan
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Learnt a lot - great read for somebody launching a new brand。
Nalin
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Not a fit for startups。 The entire book is based off of examples from large corporations。 It has little to offer， yet keeps pushing a simple point through convenient datasets in an effort to bore you into submission。
Andy Horry
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Excellent read full of data to show how many assumptions are inaccurate in the field of marketing and suggestions surrounding what improves marketing effectiveness。
Anna Mezhova
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As a marketer， I almost never enjoy marketing books: they generalize， over-simplify， and pull a lot of bullshit in order to come up with clean and easy-to-digest concepts that will sell books。 Most of all， I struggle to find a connection with the actual work that's happening inside companies。 I particularly dislike Kotler， which is still tauted as a marketing god in universities。 This book caught me by surprise。 It takes common marketing wisdom and methodically dispels it with data。 It was so re As a marketer， I almost never enjoy marketing books: they generalize， over-simplify， and pull a lot of bullshit in order to come up with clean and easy-to-digest concepts that will sell books。 Most of all， I struggle to find a connection with the actual work that's happening inside companies。 I particularly dislike Kotler， which is still tauted as a marketing god in universities。 This book caught me by surprise。 It takes common marketing wisdom and methodically dispels it with data。 It was so refreshing and provided a lot of 'Thank you， I knew that was bullshit！' moments。 The examples in the book are more relevant to large consumer brands， but the principles are evergreen。 This is probably the only marketing book I would come back and re-read。 。。。more
Shirley
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[3。5 stars]ok not me finishing this book literally 2 years after i started it ！Great book on marketing and strategy and truly- HOW BRANDS GROW。 Debunking marketing 'rules' and tactics that we typically learn in school and bringing to the forefront what actually helps brands grow。 Will definitely come back to this book multiple times to refresh my memory and keep learning。 [3。5 stars]ok not me finishing this book literally 2 years after i started it ！Great book on marketing and strategy and truly- HOW BRANDS GROW。 Debunking marketing 'rules' and tactics that we typically learn in school and bringing to the forefront what actually helps brands grow。 Will definitely come back to this book multiple times to refresh my memory and keep learning。 。。。more
Alli Bittner
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This book pits many popular marketing “fads” against hard data and debunks most of what’s taught in traditional marketing texts。 I greatly appreciated the objective， scientific approach to a discipline that so desperately needs it！ I know I will refer to this often。
Radek Husek
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The book tried to be mostly mythbusting to a long known Kotlerian vieew of marketing。。 Yeah， there is a lot of bullshit in marketing。 Generally I will take from this that ACQUISITION beats a lot of loyalty focused activities。 Other claims I will try to take with caution and try to find more resources。 DEfinitely Byron Sharp is worth watching。
Mark Messing
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A necessary read for modern day marketers who are grappling with the decision between mass marketing and precision marketing。Interesting comments from the book:1） growth needs to come from acquisition2）loyalty is behavioral and naturally comes for brands with scale。 Loyalty programs are ineffective3） Brands rarely have a unique target audience。 In fact it is even rare for categories to have a unique customer base。 Instead， usage is occasion based to fit certain needs。4） effective advertising is A necessary read for modern day marketers who are grappling with the decision between mass marketing and precision marketing。Interesting comments from the book:1） growth needs to come from acquisition2）loyalty is behavioral and naturally comes for brands with scale。 Loyalty programs are ineffective3） Brands rarely have a unique target audience。 In fact it is even rare for categories to have a unique customer base。 Instead， usage is occasion based to fit certain needs。4） effective advertising is about distinctiveness and not persuasion or differentiation。 The goal is to to reinforce previous memory structures （basically remind the customer of the times/ways they use your brand in a way that is ownable）5） be on the lookout for reasons not to buy your product such as developments due to category evolution （I。e McDonalds bad coffee with Starbucks popularity exploding）My main issues with the book are that 1）data is outdated and there is not a wide breadth of verticals cited in data。 He cited a study from 1975 at one point。2）the reality is marketers can do things they never have been able to do before， and with new tools/more data it is reasonable that they can drive higher levels of repurchase as long as they use measurement approaches that are truly incremental。 This is especially true with loyalty programs where complex incentive structures can be used to accelerate purchase behavior （not to mention those programs give you the very individual level data he notes as ideal to prove effectiveness）。 Therefore， historic data， even if fully comprehensive of all categories， is not substantial enough to establish set laws， as the book attempts to do。 That data is an output from a different， less capable， marketing world 。。。more
Selena Stan
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Full of truisms - e。g。 brands sell more if they are marketed constantly， have a wide reach， are easily accessible etc。 Did not find it useful， and unless you're still a student （not real life entrepreneur）， I don't recommend it。 Full of truisms - e。g。 brands sell more if they are marketed constantly， have a wide reach， are easily accessible etc。 Did not find it useful， and unless you're still a student （not real life entrepreneur）， I don't recommend it。 。。。more
Himanshu Kashyap
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A Marketing Myth Buster。Based on Facts， not random intuitions and opinions。Must read for anyone who wants to be remotely associated or be aware of the concepts around real-world non-textbook marketing。
Krista Hillring
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Great book that makes you question "marketing trends" and how you should be thinking about growth for your brand。 While more examples are focused on large brands with big budgets， the fundamentals explained in this book can also be insightful to small businesses as they think through how to ground their marketing models for future growth。 Great book that makes you question "marketing trends" and how you should be thinking about growth for your brand。 While more examples are focused on large brands with big budgets， the fundamentals explained in this book can also be insightful to small businesses as they think through how to ground their marketing models for future growth。 。。。more
Steve Moskowitz
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Have you ever asked yourself why we believe what we believe about marketing？This book is the marketing red pill that will make an brand manager nearing retirement shudder。 What if everything we thought was 100% true wasn’t？The laws Sharp discusses in the book have also been discussed on Warc and other sources， and it truly makes me question everything we do as advertisers。 Advertising and marketing industries have always been formed by constructs and choices informed by folks working decades ago Have you ever asked yourself why we believe what we believe about marketing？This book is the marketing red pill that will make an brand manager nearing retirement shudder。 What if everything we thought was 100% true wasn’t？The laws Sharp discusses in the book have also been discussed on Warc and other sources， and it truly makes me question everything we do as advertisers。 Advertising and marketing industries have always been formed by constructs and choices informed by folks working decades ago。 This book bring the science into marketing and can change your life for the better if you let it。 。。。more
Ana
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3。5
Rohan R
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Single best non fiction book I've read in the last few years Single best non fiction book I've read in the last few years 。。。more
Carlie Frisch
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Multiple people recommended this book to me and as I finished my degree in marketing， I thought it was as good of time as ever to finish。 I echo what a previous review said that this is for larger brand strategy。 I happen to be in an industry will a lot of smaller emerging brands。 I think it’s good to reinforce the basics of marketing， the more salience and availability you have， the more likely you get picked up。 I saw a lot of parallels to Jonah Berger’s Contagious。
Lauren
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I never understood what brands are for and why advertising is a global billion dollar industry until I read this book。
Lisa Haggerty
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A provocative yet outdated perspective on how brands grow。 A better title might be， How Large CPG Brands Stay Large。 This book was written before e-commerce and online advertising shifted how media is bought and how consumers consume media。 And before disruptor， DNVB， and DTC brands exploded。 I think many of the principles are solid， like even your most loyal buyers are not 100% loyal。 As a read， it was repetitive and stale。 It was not based on many meta-analyses， so the conclusions seem more li A provocative yet outdated perspective on how brands grow。 A better title might be， How Large CPG Brands Stay Large。 This book was written before e-commerce and online advertising shifted how media is bought and how consumers consume media。 And before disruptor， DNVB， and DTC brands exploded。 I think many of the principles are solid， like even your most loyal buyers are not 100% loyal。 As a read， it was repetitive and stale。 It was not based on many meta-analyses， so the conclusions seem more like hypotheses than true facts。 。。。more
Yatir Linden
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This a book for people that they think they know everything about marketing。
Ieuan Evans
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An excellent read that really brings to the forefront the drivers of brand growth。 An essential read for any marketeer。
Arzu Quliyeva
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This review has been hidden because it contains spoilers。 To view it， click here。 Good
Siddharth
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