![]() This sounds self-evident, but much marketing is focused on driving brand loyalty and retention. ![]() Grow your brand by getting more customers. The book is long, dense and stat-packed, but the central insights can be summarised into 5 key points.ġ. Jenni Romanuik offer some rather useful evidence-based advice for how, practically speaking, to grow your brand, drawing from a range of sectors including e-commerce, luxury, services, B2B and emerging markets. In Part 2 of HBG, the style settles down somewhat and Sharp and colleague Prof. Part 1 was made famous for its authoritative, evidence-based and scathing attack on how brands are so often mismanaged using brand voodoo made up of bad ideas and bad practices (with a particularly vicious take-down of the vacuous anthropomorphisation of brands with evidence-free claims that people ‘love’ brands, are ‘loyal’ to a brand or want to have ‘relationships’ with brands). If so, then you’re in for a treat with How Brands Grow Part 2 (HBG2), the followup to the original must-read international bestseller on brand building. Byron Sharp and the simple Ehrenberg-Bass approach to growing brands). Are you a card-carrying ‘Sharpie’? (fan of Prof.
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