![]() ![]() ![]() The key is working out who makes up the bulk of your customer base and how to target them, rather than focusing on the few that are consistently loyal. He uses a great example to show how Harley Davidson, a brand renowned for its brand communities and super-fans, receives less than 10% of its overall sales revenue from these buyers. But is it all worth it? Sharp suggests otherwise. For example, loyalty is something that brands constantly strive towards to improve their brand and ensure they retain business over their competitors. ![]() It’s clear that marketers are creating much more work for themselves than they really need to – focusing on the small details that they believe to be important, which in many instances have little to no impact on brand growth. Sharp tackles key topics such as loyalty, advertising and differentiation to present a scientific-led discussion on how brands can really grow. Byron Sharp, the author, finally reverses this way of thinking and uses data and examples from real brands to show what is happening in practice. Most of the marketing papers I read at university followed a similar mantra, largely making anecdotal assumptions and trying to prove them. Cue Byron Sharp, with his thought-provoking book, How Brands Grow, which cuts through much of the marketing nonsense and gets to the point about how marketing really works. Eighteen months into my first agency role, I have found that much of what I thought I knew really doesn’t work in practice. After reading countless marketing papers and textbooks as an undergraduate at University, I wanted to find out whether what I had learnt would stand me in good stead for the real world of marketing. ![]()
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