Podcast appearances and mentions of Byron Sharp

Why does Coca-Cola spend millions on advertising when everyone already knows their brand?Professor Byron Sharp reveals that even the world's most famous brands face a shocking reality: most of their customers hardly ever buy them. The biggest group of Coke buyers? People who drink it just once a year.Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. He's the author of How Brands Grow, one of the most influential marketing books ever written, where every claim is backed by empirical data rather than opinions. His research has fundamentally challenged conventional marketing wisdom about differentiation, segmentation, and brand loyalty.In this conversation, you'll discover why marketing funnels are “nonsense,” why differentiation is overrated, and how mental availability trumps everything else. Professor Sharp explains why 95% of your potential customers aren't ready to buy right now—and what that means for your marketing strategy.Here's what you'll learn in this episode:00:00 Intro00:44 What is a brand and why does it matter?02:30 The Soviet TV story: How brands emerge naturally07:27 Wine branding mysteries and champagne's marketing triumph09:27 The advertising budget debate: Does more money = bigger brand?15:30 Why Coca-Cola can't stop advertising (hint: mental availability)23:56 Physical availability in software: Beyond the app store27:57 Marketing funnels debunked and the 95/5 rule32:44 The truth about differentiation (ask an 8-year-old)38:18 Building distinctive brand assets that stickWe hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to follow the show, leave a rating, and tell a friend.Where to find Professor Byron Sharp:LinkedIn: https://www.linkedin.com/in/byron-sharp-53545119/X: @ProfByronhttps://marketingscience.info/learn-with-us/learning-opportunities/how-brands-grow-live-for-executiveshttps://marketingscience.info/news-and-insights/brand-purposeare-consumers-aware-to-carehttps://marketingscience.info/learn-with-us/booksWhere to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: @timsouloWebsite: https://www.timsoulo.com/Referenced:• How Brands Grow by Byron Sharp• Alchemy by Rory Sutherland• Ehrenberg-Bass Institute: https://www.marketingscience.info/• Ahrefs: https://ahrefs.com#Branding #MarketingScience #AhrefsPodcast

This episode has been presented by System1.What happens when Byron Sharp, Mark Ritson, System1, creators, AI, and Cannes Lions all collide on Day One?In the first edition of our Cannes Cut series, presented by System1, Marc and V unpack the biggest themes emerging from Cannes Lions 2026, including why creativity is increasingly being judged through the lens of effectiveness, why marketers may be spreading budgets too thin, and why some of the industry's biggest thinkers are converging on a surprisingly small set of principles.Along the way, the guys sit down with Vanessa Chin (SVP Marketing, System1) to discuss creativity, creators, celebrities, emotional advertising, AI-generated campaigns, and why happiness and humour continue to outperform serious purpose-driven work.They also hit the Croisette to capture perspectives from attendees, founders, creators, publishers, and marketers about the trends shaping Cannes this year.In this episode:Why effectiveness has become the dominant conversation at CannesDavid Tiltman's "Fewer, Bigger, Better" frameworkThe five things Byron Sharp and Mark Ritson agree onMental availability and why awareness isn't enoughDistinctive brand assets and why logos alone don't cut itWhy sophisticated mass marketing still mattersThe case against purpose-led marketingHow creators are becoming marketing "super touchpoints"Why funny advertising continues to outperform serious advertisingThe role AI is actually playing in modern creative developmentSights and sounds from the CroisettePlus: exclusive insights from Vanessa Chin and conversations with marketers attending Cannes from around the world.The Rosé can wait. The questions can't.In this episode:Why effectiveness has become the dominant conversation at CannesDavid Tiltman and WARC's "Fewer, Bigger, Better" frameworkThe five things Byron Sharp and Mark Ritson agree onMental availability and why awareness isn't enoughDistinctive brand assets and why logos alone don't cut itWhy sophisticated mass marketing still mattersThe case against purpose-led marketingHow creators are becoming marketing "super touchpoints"Why funny advertising continues to outperform serious advertisingThe role AI is actually playing in modern creative developmentSights and sounds from the CroisetteThe Rosé can wait. The questions can't.Chapters00:00 - Welcome to Cannes: The Excitement Begins02:53 - Insights from Industry Leaders06:06 - The Importance of Mental Availability08:52 - Distinctive Brand Assets and Their Impact12:09 - The Shift from Purpose to Emotion in Advertising14:59 - The Role of Celebrities in Marketing17:58 - The Power of Humour in Campaigns20:52 - The Future of Creators in Advertising23:48 - Final Thoughts and Key Takeaways27:25 - Conor Byrne, Exploring AI's Human Element30:03 - Alex, Insights from AI Central Media32:49 - Rachel Higgins, Connecting and Gaining Inspiration35:38 - Mariam Bebiashvili, Marketing Strategies and AI Integration

For years, Cannes Lions has been the home of creativity. This year, it feels like effectiveness is taking center stage.In this special Cannes preview edition of The Barber's Brief, Marc and Vassilis discuss what they're most excited to explore at Cannes Lions 2026.From the surprising reunion of Mark Ritson and Byron Sharp, to the growing influence of effectiveness research, creator marketing, AI, and measurement, this conversation explores the biggest questions facing modern marketers.The duo also shares details about their partnership with System1 and previews the conversations they'll be recording throughout the week with Orlando Wood, Andrew Tindall, Vanessa Chin, and many others.Plus, they break down one of last year's most creative Cannes winners: Hyundai's Night Fishing.In this episode:Why the Ritson & Sharp reunion mattersCan creativity still drive disproportionate growth?What happens to creativity in an AI-driven world?Are marketers measuring the wrong things?The difference between Cannes' Palais and the FringeWhat System1 is teaching marketers about effectivenessHyundai's Cannes-winning film experiment, Night FishingOh and our theme this year? The rosé can wait. The questions can't.Enjoy the episode.Chapters00:00 - The Excitement of Cannes Lions 202302:57 - The Power of Effectiveness in Marketing05:55 - Creativity vs. AI in Advertising09:10 - The Importance of Measurement in Marketing11:59 - Exploring the Cannes Fringe Festival15:07 - Ad of the week: Hyundai's Night Fishing Campaign20:07 - Looking Ahead: Customer JourneysAd of the weekTitle: Night Fishing Hyundai - 2025 Cannes Lions Grand Prix Winner Entertainment Link: https://www.innocean.com/ww-en/work/recent/944

The future belongs to the curious.In this episode of CPG Insiders, Mark Young and Justin Girouard discuss why mindset, imagination, and continuous learning are becoming the most valuable skills in the age of AI.They also share the books that have had the greatest impact on their thinking around entrepreneurship, growth, leadership, influence, communication, and innovation.Topics include:The 10-80-10 AI frameworkWhy 10X thinking changes decision-makingWho Not How and scaling through peopleThe psychology of influence and persuasionEntrepreneurial operating systems and business growthNegotiation lessons from FBI hostage negotiator Chris VossThe future of AI, technology, and human potentialPlus, a complete reading list featuring books from Benjamin Hardy, Dan Sullivan, Byron Sharp, Robert Cialdini, Angus Fletcher, Peter Diamandis, Chris Voss, and more.Featured books include:The 27 Unbreakable RulesHYPNO-TI$INGThe Science of Scaling10X Is Easier Than 2XWho Not HowThe Gap and the GainTractionThe Greater GameHow Brands GrowInfluencePre-SuasionPrimal IntelligenceNever Split the DifferenceWe Are As Gods

More than 40% of American marketers can't define positioning. And 84% of those same marketers rate themselves as above average. Both can't be right.This week, Elena, Angela, and Rob are joined by Mark Ritson, marketing professor, consultant, and creator of the Mini MBA. Mark walks through his new research with Ipsos on US marketing knowledge, explains why formal training is the single biggest predictor of marketing competence, and shares the one concept every marketer should prioritize. The conversation also covers market orientation, how AI is reshaping marketing careers, and what it takes to stay relevant in the years ahead.Topics covered:•    [01:00] Ipsos study reveals the US marketing knowledge gap•    [04:00] Why formal education is the top predictor of marketing success•    [08:00] Where marketers can find good training today•    [13:00] Market orientation as the most important concept to learn•    [17:00] How AI will reshape marketing careers and roles•    [24:00] Byron Sharp and Mark Ritson's upcoming Cannes Lions session•    [27:00] What the rise of AI means for the agency worldTo learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Resources:2025 Adweek Article: https://www.adweek.com/brand-marketing/two-thirds-of-american-marketers-would-fail-a-basic-marketing-test/Mark Ritson's LinkedIn: https://www.linkedin.com/in/markritson/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

For decades, marketers have debated one question:How much frequency is enough?But what if the industry has been arguing about two completely different things the entire time?In Part 2 of this Sharp Cut series, Marc Binkley and Vassilis Douros revisit the reach vs frequency debate after a wave of listener feedback challenged, refined, and strengthened the original episode. What emerges is a far more nuanced framework built around one critical distinction: burst frequency vs drip frequency.Drawing on work from Byron Sharp, Les Binet, Hermann Ebbinghaus, Stu Carr, Dale Harrison, Paul Hindle, and real-world incrementality testing from industry practitioners, this episode breaks down:Why frequency is not one thingThe difference between burst and drip frequencyHow memory actually works in advertisingWhy brands quietly lose effectiveness when they go darkThe hidden risks of streaming frequency capsWhy low frequency can appear more effective than it really isThe three real jobs of frequency: building, refreshing, and activatingWhy impressions and average frequency often mislead marketersHow last-click attribution continues to distort decision makingThe planning mistakes quietly wasting media budgets todayThis episode reframes one of marketing's oldest debates through the lens of memory, incrementality, and effectiveness.Because the real question was never reach versus frequency.It was burst versus drip.Chapters00:00 - Introduction to Comfort Blankets in Advertising03:40 - Understanding Memory in Advertising08:05 - Building and Refreshing Memory Structures10:08 - The Impact of Streaming on Frequency13:50 - The Three Jobs of Advertising20:38 - Measurement Challenges in AdvertisingOriginal LinkedIn Post: https://www.linkedin.com/feed/update/urn:li:activity:7453434962604691457/Special thanks to all those who inspired this follow-up episode:Stu Carr, Dale Harrison, Paul Hindle and Dennis A.ResourcesBinet, L. (2024, January 17). How advertising REALLY works [Video]. YouTube. https://www.youtube.com/watch?v=B9EDJs3evCIBinet, L., & Davis, W. (2025, October). Go big or go home [Conference presentation]. IPA Effectiveness Conference, London, UK. https://ipa.co.uk/news/go-big-or-go-homeBinkley, M. (2025, August 7). 4Ps - Promotion: Why your customers say ads don't work on me. WARC. https://www.warc.com/en/article/4ps---promotionCarr, S. (2026, February 2). Why a frequency of 1 works, and why it isn't nearly enough. Mi3. https://www.mi-3.com.au/02-02-2026/why-frequency-1-works-and-why-it-isnt-nearly-enoughEbbinghaus, H. (1885). Uber das Gedachtnis: Untersuchungen zur experimentellen Psychologie. Duncker & Humblot.Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2026). Predictive incrementality by experimentation (PIE) for ad measurement (NBER Working Paper). National Bureau of Economic Research.Harrison, D. W. (2022, November). Ad reach and frequency are not independent variables [LinkedIn post]. LinkedIn. https://www.linkedin.com/posts/dale-w-harrisonKlepek, M. (2025). Duplication of purchase and double jeopardy in social media markets [Working paper]. Silesian University of Technology.Krugman, H. E. (1972). Why three exposures may be enough. Journal of Advertising Research, 12(6), 11-14.Ritson, M. (2023, October 16). Consumers don't get tired of ads, only marketers do. Marketing Week. https://www.marketingweek.com/consumers-tired-ads-marketers/Sharp, B. (2010, September 4). Frequency and frequency: Something to watch out for [Blog post]. Marketing Science. https://byronsharp.wordpress.com/2010/09/04/frequency-and-frequency-something-to-watch-out-for/Sharp, B., Romaniuk, J., & Kennedy, E. (Eds.). (2021). Marketing: Theory, evidence, practice (3rd ed.). Oxford University Press.Taylor, J., Kennedy, R., & Sharp, B. (2009). Is once really enough? Making generalizations about advertising's convex sales response function. Journal of Advertising Research, 49(2), 198-200.Thomaz, F. (2024, October 15). Reach sufficiency and the missing dimension [Conference presentation]. SXSW Sydney, Sydney, Australia. Reported in Mi3. https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob celebrate 100 episodes by flipping the script. Rob takes the lead to break down How Brands Grow by Byron Sharp, exploring why penetration beats loyalty, why light buyers matter more than most marketers think, and how distinctiveness drives brand growth. Topics covered:   [01:20] "How Brands Grow" by Byron Sharp[02:45] The Law of Double Jeopardy[06:15] Why light buyers drive growth[08:00] Mental and physical availability[10:00] Differentiation vs. distinctiveness[12:15] Four takeaways marketers can apply today  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Sharp, B. (2010). How brands grow: What marketers don't know. Oxford University Press.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Tiny brands don't grow through loyalty. They grow through penetration. A study of 400+ brands found that growing brands increased penetration by 135%, compared to just 26% growth from purchase frequency. So where should marketers invest first?This episode, Elena, Angela, and Rob introduce the MOO, a seven-step Marketing Order of Operations that gives marketers a clear priority sequence for building effectiveness, from defining the competitive playing field to communicating results internally. The team also covers why even small brands can't afford to ignore marketing effectiveness principles and how to balance short-term performance with long-term brand building.Topics covered: [01:00] Research on tiny brands debunks the loyalty-first growth myth[05:00] Step 1: Define your competitive playing field and category buyers[07:30] Step 2: Build distinctive brand assets that make your brand recognizable[12:30] Step 4: Choose channels for both short- and long-term growth[15:00] Step 5: Build a measurement system that matches your objectives[19:30] Step 7: Communicate results in the language of the business  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2026 Money Guy Article: https://moneyguy.com/guide/foo/Alicia Barker-Trowse, Steven Dunn, Charles Graham, Byron Sharp, Armando Maria Corsi, Tiny brands, big challenges: The limits of loyalty and the role of penetration in driving growth, Journal of Business Research, Volume 204, 2026, 115864, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2025.115864.   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

What if I told you that there is a mathematical formula that separates those brands that scale really quickly and those brands that just tick along nicely? Well, there is one. I wish I had found out about it 25 years ago, but today the guest that we've got on the show (all the way from the USA) has studied this IN DETAIL, and comes on the show today to help YOU learn all about it.***If you like this episode and learn from it, PLEASE share it with a fellow founder or colleague, subsrcibe or folllow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes**Dr James Richardson, author of 'Ramping Your Brand - How to Ride the Killer CPG Growth Curve', unpicks this maths for the first time, giving you the formula to help your brand scale like the enormous skate ramp brands in the USA.Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10What You'll Learn in This EpisodeThe Premium Pricing Trap - Why founders face unit economics that are 10-15x worse than big CPG companies (and why you can't avoid it)The 6-10% RoS Rule - The specific monthly growth rate in same-store sales that creates exponential "skate ramp" growthThe Heavy User Strategy - Why your first $10-25M requires a completely different customer acquisition approach than Byron Sharp's mass market playbookDistribution vs. Velocity - How to layer exponential velocity growth on top of linear distribution expansionThe Founder Evolution Journey - The #1 reason investors take over brands (and it's not what you think)Early Fan Research - How to identify and replicate your "Gonzo fans" without spending a fortune on market researchThe Danger of Slow Growth - Why growing too slowly can be just as fatal as not growing at all when you're undercapitalisedUseful LinksConnect with Dr James Richardson on LinkedIn: https://www.linkedin.com/in/premiumgrowthsolutions/Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10Website: https://www.premiumgrowthsolutions.com/Podcast: Startup Confidential (available on YouTube, Apple, Spotify)============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board for the second year running.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com==============================================.Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

If you've ever heard me talk about Superconsumers, SuperGeos, or why you should Name, Frame, and Claim your new category - all of that thinking comes from today's guest, one of my heroes: Eddie Yoon.Eddie is one of the world's leading thinkers on category design. He's a longtime Harvard Business Review contributor, co-founder of Category Pirates (a top Substack you must subscribe to), and has spent decades advising Fortune 100 companies on how to create new categories instead of just fighting for scraps of market share.I've studied Eddie's work obsessively for years because he doesn't just teach marketing - he teaches thinking. AND in this conversation, we jam together (riffing on ideas, building on each other's thoughts) about why everything you've learned in marketing strategy is likely wrong.We talk about K-pop Demon Hunters, how Nespresso and Gillette grew massive categories, and why breakthrough categories don't come from better features or nicer packaging - they come from deeply understanding what outcomes your super consumers are looking for.This episode is PACKED with real-life brand examples: Velveeta, Keurig, Tesla, Spam Musubi, frozen peas, and more. Eddie brings category design to life with stories that will completely change how you think about growing your business.Next Steps: Go find your K-pop moment, your Velveeta insight, your frozen peas problem - that's where exponential growth lives!In This Episode You'll Learn:Why 99% of CPG brands are playing the wrong game - stealing market share vs. growing categories, and why the biggest companies are least likely to create new categoriesBenefits are dead, outcomes are everything - The Velveeta $100M growth story: how solving one super consumer outcome (getting kids to eat greens) unlocked massive growthThe power of super consumers & super geos - Why you should hire your super consumers, and the shocking Cherry Garcia data: 3,000 of 30,000 stores drove 80% of salesLightning strike marketing - How to turn a £60K budget into £600K of impact (the Dude Wipes strategy of keeping 75% of marketing unplanned)Don't be afraid to niche down - Why 99% of experts are wrong when they say you're leaving people behindUseful linksConnect with Eddie Yoon on LinkedIn https://www.linkedin.com/in/eddie-yoon-ewg/Connect with Category Pirates on LinkedIn https://www.linkedin.com/company/category-pirates/https://www.categorypirates.com/https://www.youtube.com/@categorypiratesMentioned in This Episode: Books & Frameworks:Competitive Strategy by Michael PorterSuperconsumers by Eddie YoonClayton Christensen's "Jobs to Be Done" (milkshake example)Byron Sharp (mentioned as conventional wisdom)Mentioned in This Episode: Brands & Case Studies:Gillette (China market expansion)Keurig vs. Starbucks VerismoNespressoVelveetaBen & Jerry's Cherry GarciaSpam & Spam Musubi (Hawaii)TeslaNvidiaK-pop Demon Hunters (Netflix)Dude WipesRogaineRoyal CaninAnheuser-Busch============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board for the second year running.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com==============================================.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

Byron Sharp, author of "How Brands Grow," and director of the Ehrenberg-Bass Institute of Marketing Science, espouses an approach that flies in the face of much modern marketing wisdom about the importance of media targeting, personalization and incentivizing customer loyalty. He explains his views, including why he thinks brands with the most "physical availability" (i.e. broadest retail distribution) and "mental availability" (top-of-mind awareness) will win.

In this episode of the Growth Manifesto podcast we're speaking with Byron Sharp - author of the book How Brands Grow - about how brands actually grow (and it's not what you think). If you want to understand why big brands have more loyalty than smaller brands (and what you can do to compete) then this episode is for you.

Elderly intoxicated people pay 33% more attention to ads than sober viewers but remember half as much. That's just one reason why optimizing solely for attention can backfire spectacularly.This week, Elena, Angela, and Rob are joined by Marc Guldimann, CEO of Adelaide. Marc explains why Byron Sharp is right about attention being wasteful when misused, but wrong about dismissing it entirely. The team explores how attention should measure media quality, not creative sensationalism or audience manipulation.Topics covered: [01:00] Why optimizing for maximum attention creates unintended consequences[06:00] Where Byron Sharp gets attention metrics right (and wrong)[13:00] The problem with legacy verification companies' attention metrics[18:00] How Adelaide rates media quality like a credit rating agency[23:00] Why cost-plus agency models create perverse incentives[28:00] YouTube podcasts and premium CTV as today's best media bargains  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2022 The Media Leader Article: https://uk.themedialeader.com/sharp-is-right-chasing-fleeting-attention-is-a-waste-of-money/Marc Guldimann's LinkedIn: https://www.linkedin.com/in/guldi/Adelaide Metrics Website: https://www.adelaidemetrics.com/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

There's a lot of marketing effectiveness research out there. Binet and Field. Byron Sharp. Jenni Romaniuk. The Ehrenberg-Bass Institute. Karen Nelson-Field. Peter Field. System1. The Effies and the IPA databank. If you're trying to absorb all of this while doing your actual job, it's overwhelming.So we're making it simple: Eight fundamentals. These aren't tactics or channels. They're the underlying truths that emerge when you look at decades of research across thousands of brands, dozens of categories, and 50+ countries.In this episode, V and Marc break down:Strong Force vs. Weak Force - Why only 5% of buyers are ready to purchase right now, and why you need to build memory with the other 95%Growth Comes From Reach, Not Loyalty - Why big brands aren't more loved, they're just more boughtEasy to Mind, Easy to Find - Mental and physical availability: being thought of and being findableBothism: Balance Short & Long - Why you need both brand building (60%) and sales activation (40%)Creativity & Emotion Multiply Effectiveness - Why emotional campaigns are 11x more effective than rational onesFame & Consistency Build Memory - Why you should stop rebranding and commit to distinctive assets for decadesMaking Promises & Building Trust - Why your entire organization needs to deliver on what marketing promisesInvestment Drives Return - Why share of voice predicts share of marketThe pattern across all eight? They require playing a longer game than most marketers are willing to play. Time and consistency win. These are the laws of gravity for marketing—you can ignore them, but they're still operating.Whether you're in B2B or consumer, whether you're a CMO or running a small marketing team, these fundamentals apply. The question isn't "Do these apply to my business?" It's "How do I apply these to my specific context?"Chapters00:00 - Introduction & Overview"We took 39 sources... synthesized it all into eight fundamental principles"01:04 - Episode OpeningV and Marc introduce the episode and explain what fundamentals mean03:36 - List of 8 FundamentalsQuick overview of all eight principles04:36 - Fundamental #1: Strong Force vs. Weak ForceHow advertising actually works - the 5/95 rule11:46 - Fundamental #2: Growth Comes From Reach, Not LoyaltyWhy penetration beats retention19:06 - Fundamental #3: Easy to Mind, Easy to FindMental and physical availability27:45 - Fundamental #4: Bothism - Balance Short & LongThe 60/40 split and why you need both38:03 - Fundamental #5: Creativity & Emotion Multiply EffectivenessWhy emotional campaigns are 11x more effective46:31 - Fundamental #6: Fame & Consistency Build MemoryDistinctive assets and the danger of rebranding54:14 - Fundamental #7: Making Promises & Building TrustWhy your whole organization owns the brand promise01:00:11 - Fundamental #8: Investment Drives ReturnShare of voice predicts share of market01:08:22 - Synthesis & Wrap-UpThe pattern across all 8: Time and...

What happens when one of the world's most innovative nonprofits starts thinking like a modern brand?In this episode of That's What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets.They discuss how nonprofits can use brand tracking, future demand thinking, and marketing mix modelling to grow sustainably; how Charity Water turned trust into a growth engine; and why experimentation, intuition, and creativity matter more than ever.In partnership with Tracksuit, the always-on brand tracking platform helping nonprofits measure what matters.

I veckans avsnitt av Debrief: ✓ En ny inriktning för en av Sveriges största reklambyråer – kan Forsman & Bodenfors vända negativa trenden? ✓ Redaktionens favoritkampanjer från F&B. ✓ ”Wet dust can't fly” – därför är det effektivt att konstatera självklarheter i reklam. ✓ Föraks/Pressbyråns kanelbulleutspel visar på utmaningen i att bevaka pr-kampanjer. ✓ Känslorna efter Resumés intervju med världens kändaste marknadsföringsprofessor Byron Sharp. ✓ Då kan varumärkessyften stjälpa mer än hjälpa. Medverkande: Amanda Törner, Alicia Price och Samuel Eriksson.

In this episode, we delve into the world of Account-Based Marketing (ABM) with Stuart Matthewman, who shares the hard-won lessons from IR's six-year journey with ABM. From early failures and misalignment issues to achieving an incredible 80X return on marketing spend, Stuart reveals the critical importance of sales and marketing alignment. He provides a detailed blueprint for implementing a successful ABM program. This episode is packed with actionable insights for B2B marketers looking to move beyond traditional lead generation tactics and build sustainable revenue growth through strategic account targeting. Guest Introduction Stuart Matthewman joined IR in 2014 and was promoted to CMO in 2022, having risen through the ranks and strengthened the marketing function. Under his leadership as CMO, he has been a key contributor to IR's remarkable growth, driving a 132% increase in revenue, a 289% growth in EBITDA, and a complete overhaul of the global marketing team. Stuart is a B2B CMO of the Year Finalist for 2025 and brings extensive experience leading global marketing teams across ASX-listed technology companies. Key Topics The early ABM struggles: Why IR's initial attempts at account-based marketing failed over six years, including issues with sales alignment and over-personalisation too earlyThe turning point: How bringing in new sales leadership and rebranding ABM as "Account Based Everything" (ABE) transformed their approach and resultsThe 12-16 week ABM process: A detailed breakdown of IR's structured approach, from pre-warming accounts to SDR activation and sales follow-up sequencesSales and marketing alignment: Practical strategies for getting sales teams fully bought into ABM programs and maintaining consistent executionSDRs under marketing: Why IR moved their SDR function from sales to marketing and the benefits this structure provides for ABM executionMeasuring ABM success: How IR tracks progress without traditional MQL metrics and focuses on account engagement and pipeline generationAI integration: Current experiments with AI to automate and scale ABM activities while maintaining personalisationBranding evolution: IR's journey from "Integrated Research" to "IR" and the market research that guided their brand consolidation strategy Resources & Links People Mentioned: Stuart Matthewman - CMO, IRByron Sharp - Director, Ehrenberg-Bass InstituteProfessor Jenni Romaniuk - Associate Director, Ehrenberg-Bass InstituteMark Ritson - Marketing Professor and Mini MBA FounderKerry Cunningham - 6Sense ABM ExpertKim Scott - Author of "Radical Candor"John Lombardo - B2B Institute (LinkedIn) Companies & Tools: IR (Integrated Research) - Performance monitoring software for critical IT infrastructureEhrenberg-Bass Institute - World's largest centre for marketing research6SenseDemandBase Books & Resources: "How Brands Grow" - Byron Sharp"How Brands Grow Part 2" - Byron Sharp and Jenni Romaniuk"Radical Candor" - Kim Scott"Better Brand Health" - Jenni Romaniuk"Building Distinctive Brand Assets" - Jenni RomaniukWomen in Product Marketing Podcast Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Stuart Matthewman Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

This week we tucked in our shirt, straightened our tie and resisted the temptation to nip off for a quick vape behind the pickle-ball court, all in order to suitably impress our guest, one of the world's greatest marketing academics, Professor Byron Sharp.  A man who would need no introduction (if we weren't contractually obliged to provide all our pod guests with one) Prof Byron is one of the world's most respected thinkers in the field of brands and consumer behaviour. Unless you're deliberately trying to get yourself fired from your marketing role, you'll no doubt have read his seminal book ‘How Brands Grow' and, if you're especially lucky, you may well have learned directly from the man himself in one of his globally prestigious academic roles.  A speaker, a teacher, a thinker and a pioneering researcher, Byron still has the time to be a thoroughly entertaining podcast guest, and is famously happy to share the kind of knee-buckling market truth that the industry fears but also really, really needs. In an episode where Byron jabs a scholarly finger into the flabby thinking that holds brands back, we ponder the many different disciplines a proper marketer should be able to wrap their heads around if they want a consumer to care. This episode is proudly dedicated to John Scriven.  Follow Byron on LinkedIn ///// Timestamps 03:27 - Early Jobs and Academia 04:38 - The Importance of Real-World Experience 06:09 - Working with Andrew Ehrenberg 08:28 - The Intent Behind "How Brands Grow" 09:41 - Marketing Blind Spots and Unexplored Areas 10:30 - Cognitive Biases and Behavioral Science 11:48 - The Role of Heuristics in Consumer Behavior 12:43 - Understanding Double Jeopardy Law 14:08 - Consumer Efficiency vs. Laziness 15:26 - Predictive Power of Marketing Science 16:06 - The Weirdness of the Real World 17:37 - Misconceptions About Marketing Science 19:40 - The Role of Synthetic Research 32:58 - B2B Marketing and Growth Strategies 35:22 - The Value of Awards in Marketing Byron's Book recommendations are: The Halo Effect by Phil Rosenzweig Everything is Obvious by Duncan Watts The Signal and the Noise by Nate Silver     /////

In this captivating experiment, we bring together ChatGPT and Claude to channel the thoughts and strategies of renowned marketing experts Mark Ritson, Byron Sharp, Scott Galloway, and James Hurman. This episode dives deep into hotly debated marketing principles such as segmentation, targeting, and positioning, the myth or necessity of differentiation, and the optimal balance between brand building and performance marketing. From exploring whether traditional marketing models are outdated to discussing the importance of mental availability and brand distinctiveness, ChatGPT and Claude provide unique perspectives by embodying famous thought leaders. You'll hear strong arguments on both sides, including detailed strategies for brands with limited budgets and insights on how AI is transforming the world of search. Is differentiation essential, or is distinctiveness the key to brand success? Should marketers focus on broad reach or targeted campaigns? How will AI reshape the landscape of consumer interactions and search? Join us as we address these questions and more in a compelling AI-driven debate. Don't miss the chance to see which AI delivers a more convincing argument and what real marketing heavyweights might think of their digital counterparts. Share your thoughts on who you believe was the better debater—ChatGPT or Claude? Tune in to find out.00:00 – Intro: Robots Debate Marketing00:47 – Why this matters01:32 – Meet ChatGPT & Claude02:22 – STP: Outdated or essential?02:52 – Differentiation vs Distinctiveness03:46 – Reach or segments?04:29 – What should small brands do?05:16 – Budget advice: Claude vs ChatGPT06:49 – Do great brands advertise?08:01 – Galloway vs Hurman09:20 – What to tell a CFO10:45 – Are you contradicting yourself?11:52 – Innovation vs advertising12:23 – €1M plan for challenger brands13:49 – Fame first, clicks second14:44 – How AI changes search15:56 – If you're not in the model, you don't exist16:24 – Final thoughts Hosted on Acast. See acast.com/privacy for more information.

Mark Ritson goes off-script to answer listener questions about Byron Sharp's view on pricing, agency upheaval, creators, AI, brand mega-deals and more with WARC's David Tiltman. Check out the video version on WARCs YouTube channel.

Chcesz, żeby Twoja marka była częściej wybierana – nie tylko dlatego, że jest dobra, ale dlatego, że jest pierwsza, o której pomyślą klienci i łatwa do kupienia?Jeśli masz poczucie, że jesteś z produktem „w cieniu” albo że konkurencja wygrywa nie lepszą ofertą, a większą widocznością – pora to zmienić!Wypełnij formularz kontaktowy: ⁠⁠https://premium-consulting.pl/formularz/⁠⁠ i umów się na bezpłatne spotkanie. Razem zadbamy o to, by Twoja marka była bardziej dostępna – w głowie i na półce – i rosła dzięki temu, co naprawdę działa.W marketingu nie zawsze wygrywają ci, którzy są najlepsi. Rozumiani jako – mają najlepszy produkt, najlepsze rozwiązanie rynkowe.Wygrywają natomiast bardzo często ci, którzy są na widoku i są łatwi do kupienia. A Byron Sharp mówi jasno: "Marki rosną dzięki dostępności, nie lojalności".I dlatego w tym odcinku wyjaśnimy Wam dwa najważniejsze pojęcia nowoczesnego marketingu.Pierwsze – mentalna dostępność, czyli to, co jest odpowiedzią na pytanie: jak często i w jakich sytuacjach klient się dowiaduje o Waszej marce?Drugie – fizyczna dostępność, czyli jak łatwo można Was znaleźć, kupić i skorzystać z Waszej oferty.Jeśli chcesz, by Twoja marka realnie rosła – dzięki temu, że jest dostępna i zapada w pamięć – ten odcinek jest właśnie dla Ciebie!

To Subscribe to DTC Newsletter - https://dtcnews.link/signupThis episode dives deep into how a major global brand (Barilla) reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. Hear why shifting from a plant‑based tagline to a "Better‑For‑You Remix of Classics" helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve "gold" status in recognizability according to a study by Ipsos and JKR. So which marketing strategy matters more: differentiation or distinctiveness?In this episode, Elena, Angela, and Rob debate whether brands should focus on meaningful differentiation or memorable distinctiveness. The hosts explore research showing that while differentiation plays a more limited role than traditionally assumed, distinctiveness is crucial for getting into consumers' consideration sets. They also examine how category dynamics impact which strategy dominates and share real-world examples of brands that excel at either approach. Topics covered: [01:00] Research from Rob Myerson on Byron Sharp's distinctiveness claims[03:00] The case for focusing on distinctiveness in marketing[06:00] Why differentiation gives brands resilience and pricing power[09:00] How category dynamics impact strategy importance[12:30] The role of distinctiveness in TV advertising effectiveness[19:00] Examples of brands excelling at distinctiveness vs differentiation  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2021 WARC Article: https://www.warc.com/newsandopinion/opinion/what-does-byron-sharps-research-really-tell-us-about-differentiation/en-gb/4314 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

In this candid conversation, Louis Grenier breaks down his book Stand the F*ck Out and shares his practical four-part marketing framework: insight foraging, unique positioning, distinctive branding, and continuous reach. While tools and tactics evolve, he argues that marketing fundamentals remain unchanged. Grenier passionately challenges marketing myths (especially the idea of "category creation") and emphasizes what really matters: identifying and solving those customer struggles that everyone else is ignoring. Louis Grenier is a recovering Frenchman who helps marketers—folks working in digital, creative services, advertising, consulting, or PR—stand the f*ck out without selling their soul. He's been living in Dublin, Ireland, for more than a decade. He fell in love with marketing when he was 18-19 after reading the book Petit traité de manipulation à l'usage des honnêtes gens, which is basically the French version of Influence: The Psychology of Persuasion. He prefers taking his coffee at home, in his garden office. His recommended reads are How Brands Grow and How Brands Grow Part Two by Byron Sharp at the Ehrenberg-Bass Institute: https://marketingscience.info/books/ Connect with Louis Grenier on LinkedIn: https://ie.linkedin.com/in/louisgrenier If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/  

In this compelling episode of That's What I Call Marketing, Conor Byrne sits down with Professor Felipe Thomaz, an Oxford-based academic whose research is reshaping how marketers approach media planning and campaign strategy. From his unconventional journey — starting in Brazil, moving through a myriad of industries, and landing at the University of Oxford — to his groundbreaking work on marketing effectiveness, Felipe shares insights that every marketer needs to hear.Key topics include:The Role of Media Synergies and Complementarity: Felipe explains why combining media channels isn't just about reach but about leveraging their unique functionalities to achieve business outcomes.Challenging Established Marketing Theories: Hear why Felipe's data-driven research calls into question some widely accepted marketing principles, including those inspired by Byron Sharp.AI and the Marketplace: Discover how artificial intelligence is not just transforming how marketers create campaigns but fundamentally changing how consumers buy and engage with products.Campaign Effectiveness: Learn why only 1% of campaigns deliver exceptional results and how most fall short, along with strategies to break out of mediocrity.Understanding Consumer Journeys: Felipe reveals insights from analysing over a million customer journeys, showing how different channels impact people based on their decision-making tendencies.If you're a marketer seeking an edge, this episode offers practical advice, evidence-backed insights, and a glimpse into the future of marketing. Whether you're in brand management, media planning, or digital marketing, this conversation is your roadmap to outperforming the competition. Access the paper here https://papers.ssrn.com/sol3/papers.cfm?abstract_id=383662100:42 Early Life and Career Path02:37 Research Focus and Government Work03:47 Marketing Insights and Strategies04:20 The Power and Complexity of Marketing08:00 Brand Awareness and Decay10:06 Research and Publications11:04 Challenging Established Marketing Theories18:54 Campaign Efficiency and Optimization27:38 The Client-Agency Dynamic28:03 Oversimplification in Media Planning28:25 The Importance of Honest Conversations29:08 Channel Selection and Audience Targeting30:09 Understanding Media Functionality31:38 The Role of Different Channels36:16 Avoiding the Scattergun Approach39:07 Analyzing Media Strategies42:21 Opportunities in Media Pricing53:44 Future of Marketing and AI Hosted on Acast. See acast.com/privacy for more information.

In this episode of the Sleeping Barber Podcast, Professor Byron Sharp discusses key marketing resolutions for 2025, emphasizing the importance of understanding consumer behaviour, the limitations of loyalty programs, and the need for evidence-based marketing practices. He shares insights from his extensive research at the Ehrenberg-Bass Institute, challenging conventional marketing wisdom and advocating for a more scientific approach to marketing strategy. We hope you enjoy listening to this episode! Our Guest: Prof. Bryon Sharp: https://www.linkedin.com/in/professorbyronsharp/ Professor of Marketing Science & Director of the Ehrenberg-Bass Institute the world's largest centre for marketing research Author of How Brands Grow I & II Textbook Marketing: Theory, Evidence & Practice 90+ Journal articles Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Follow Our Updates: Timestamps: 00:00 Introduction to Marketing Resolutions 02:53 Byron Sharp's Journey in Marketing Science 05:57 The Punk Rock Nature of Marketing Science 08:48 Consumer Behavior: The Weirdness of the Market 11:53 Rethinking Brand Loyalty and Customer Acquisition 15:10 The Importance of Mental Availability 18:00 Segmentation Strategies in Marketing 20:47 Assessing Metrics for Performance Tracking 38:42 Reassessing Metrics for Performance Measurement 41:25 Understanding Mental vs. Physical Availability 45:21 The Importance of Distinctive Brand Assets 47:12 Rethinking the Consumer Purchase Funnel 51:39 How Brands Go Live: A New Approach 56:54 Post-Pod with V& Marc Key Takeaways

Marketing scientist Carl Driesener joins the show for a mini-masterclass on brand growth based on research insights from the Ehrenberg Bass Institute, where he is an associate professor. He and Itir cover how brand equity should be measured through consumer research and category entry points, the benefits of the "pick any" method for measuring brand image, why brand loyalty is often overstated, and the real source of brand growth. The discussion covers topics like pricing power, mental and physical availability in marketing, and the importance of maintaining presence in both digital and physical retail environments. By the end, some marketing myths will be busted, and closely held assumptions challenged! Carl Driesener has been at the Ehrenberg-Bass institute for over 15 years. He manages the Institute's in-house tracking capabilities project and has conducted significant brand equity tracker and bespoke market research projects for a wide range of industries including packaged goods, financial services, IT and telecommunications, real estate, primary production suppliers, government departments, education and research, and grocery products. His earlier research compared three different methods for measuring brand image and he has published in this area in the International Journal of Market Research. He has driven the Ehrenberg-Bass Institute's commercial activities in the area of understanding the competitive set through NBD-Dirichlet and Duplication of Purchase analysis. Carl's core areas of research expertise include buyer behavior, market modeling, and internet research. He has published in the Journal of Advertising Research, Marketing Intelligence and Planning, Journal of Business Research and the Journal of Brand Management. Carl recommends the coffee at West Oak Deli in Adelaide (https://www.instagram.com/westoakhotel/?hl=en). His suggested books are How Brands Grow by Byron Sharp and Daniel May (https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/1511383933) and Oliver Burkeman's Four Thousand Weeks: Time Management for Mortals (https://www.amazon.com/Four-Thousand-Weeks-Management-Mortals/dp/0374159122). Connect with Carl on LinkedIn at https://www.linkedin.com/in/drcarldriesener?originalSubdomain=au If you have any questions about brands and marketing, connect with Itir Eraslan on LinkedIn: https://www.linkedin.com/in/itireraslan/

Join hosts Jacob Cass and Matt Davies as they highlight the best insights from 2024's top branding experts on Just Branding. This episode features the brightest minds, including Byron Sharp, Andy Raskin, Alex Smith, Alexandra Watkins, Tom Roach, Nick Asbury, Maria Brasil, and more. From brand positioning models to strategic narratives, purpose-driven branding, and the future of strategy, we explore actionable advice and thought-provoking ideas to help you grow your brand. Discover: • Differentiation vs. distinctiveness • Humour in branding • Brand naming secrets • Streamlined strategy frameworks Whether you're a strategist, designer, or brand leader, this “best of” episode distills the key themes that shaped branding in 2024. Tune in and get inspired!

In this Checkout episode, we sit down with Lauren French, head of Motto Fashions. Lauren shares her most unusual online purchase—a car with no key— her admiration for Aussie bag brand Bon Maxie's clever UX design and lets us in on the tools she swears by, including Dashlane, the password manager that saved Motto from a cyberattack. She reveals how How Brands Grow by Byron Sharp changed the way she thinks about customer acquisition, and opens up about the challenge of adding structure to her fast-growing fashion empire.Check out our full-length interview with Lauren French here:How Live Streaming Saved This 40-Year Fashion Brand: Lauren French Talks Bold Moves Behind Motto's Growth | #459 This episode was brought to you by:Deliver In PersonShopify PlusAbout your guest:Lauren French is the driving force behind Motto Fashions, a renowned Australian brand that has been empowering women over 40 with bold, versatile style for over 40 years. Since taking the helm, Lauren has transformed the family business into an ecommerce success story, leading to a staggering 127% growth in just 12 months. With features in 7News, The Audacious Agency and Medium, she's also caught the attention of high-profile influencers, including comedian Julia Morris. Recently ranked 21st in Smart Company's Smart50 Awards 2023, Lauren's innovative use of live-stream shopping and hero products has made Motto a standout in the fashion world.About your host:Nathan Bush is the host of the Add To Cart podcast and a leading eCommerce transformation consultant. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia's Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email. Hosted on Acast. See acast.com/privacy for more information.

In this Checkout episode, we chat to Anaita Szarkar from Hero Packaging as she bears all about the realities of scaling a business as she sets her sights on cracking the US market. From her bizarre purchase of a haunted talking doll to mastering SEMrush for tracking organic growth, Anaita offers an honest and practical look into the world of business, personal branding, and customer experience. She name-drops the brands that inspire her, including Nakey, FAYT the Label and Jolie Skin, and reveals her obsession with How Brands Grow by Byron Sharp.Check out our full-length interview here:Real Ecommerce Talk: Success, Failure and Not Giving a F*ck with Anaita Sarkar | #441This episode was brought to you by:Deliver In PersonShopify PlusAbout your guest:Anaita is the Co-Founder and CEO of Hero Packaging, author, keynote speaker, business advisor, and guest lecturer at Macquarie University and UNSW. She is also the founder and author of Sell Anything Online, a marketing company. She has written two business books, the most recent one is titled How to Sell Anything Online which has become an Amazon bestseller in the Business category. On a daily basis, she provides free marketing and business tips on TikTok and Instagram where she has now amassed over 340,000 followers across both platforms. She also works with global tech companies like Google, TikTok, HubSpot, Linktree, Adobe for their content marketing strategy. As a speaker, she has delivered talks to thousands of business owners and marketing students, with a focus on marketing strategies, small business growth and personal branding. About your host:Nathan Bush is the host of the Add To Cart podcast and a leading eCommerce transformation consultant. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia's Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.Please contact us if you: Want to come on board as an Add To Cart sponsor Are interested in joining Add To Cart as a co-host Have any feedback or suggestions on how to make Add To Cart better Hosted on Acast. See acast.com/privacy for more information.

In response to the closure of several high profile loyalty programs and criticism from authors like Byron Sharp, we explore the case for loyalty backed with evidence. With special guests, Tom Hill, Jessie Stuart, Dicken Doe and Phil Gunter.

Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect?This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn why TV advertising remains a powerful tool for building mental availability and why it's a mistake to expect immediate sales results from brand-building efforts.Topics covered: [03:00] The problem with marketing effectiveness metrics[07:30] How Brands Grow and its impact on marketing[11:30] Why luxury brands follow the same rules as mass-market brands[16:00] The current state of marketing research[22:00] American marketing's reputation for insularity[25:30] The future of TV advertising and streaming[28:00] Mental vs physical availability in marketing To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: How Brands Grow by Byron Sharp: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560Get more research-backed marketing strategies by subscribing to The Marketing Architects Podcast on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect?This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn why TV advertising remains a powerful tool for building mental availability and why it's a mistake to expect immediate sales results from brand-building efforts.Topics covered: [03:00] The problem with marketing effectiveness metrics[07:30] How Brands Grow and its impact on marketing[11:30] Why luxury brands follow the same rules as mass-market brands[16:00] The current state of marketing research[22:00] American marketing's reputation for insularity[25:30] The future of TV advertising and streaming[28:00] Mental vs physical availability in marketing To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources:How Brands Grow by Byron Sharp: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560Get more research-backed marketing strategies by subscribing to The Marketing Architects Podcast on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Jenni Romaniuk is a Research professor International Director of the Ehrenberg Bass Institute of the University of South Australia. The EBI Institute is the largest marketing research center in the world, busting pseudo science and marketing myths. They showed with empirical research that brands need to be brain friendly - meaning that we need to take the function of perception, memory and retrieval as a basis to think about how we can make brands grow. They urged marketers to focus on attracting light category buyers, showed them that greater loyalty amongst heavy users doesn't necessarily translate into market success, created the controversy with stating that distinctiveness trumps differentiation, and even more provocatively, that behavior drives perception, not the other way around. She wrote three highly influential books: “How Brands Grow Part 2”- coauthored with Byron Sharp, “Building distinctive Brand Assets and her newest “Better Brand Health”, is one of the leading researchers on brand equity, advertising effectiveness, distinctive brand assets, word of mouth, loyalty and brand growth and pioneered Mental Availability measurement and metrics.

Brace yourselves. This week, we're covering a highly debated marketing topic: targeting strategy. Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland to talk about misconceptions around narrow vs broad targeting, problems with hypertargeting, and how CTV targeting is changing the game for TV advertisers. Plus, hear about a new targeting method Dan created with the help of machine learning, called Smart Targeting. Topics covered:   [01:30] Mark Ritson vs Byron Sharp on targeting[02:30] The cost of broad targeting[08:00] Brand vs performance marketing[12:00] Types of targeting for connected TV[15:45] Targeting on CTV vs digital advertising[17:30] Fees behind third-party targeting[19:30] How machine learning can help solve targeting  To learn more, visit marketingarchitects.com/podcast  Resources: 2023 MarketingWeek Article: https://www.marketingweek.com/ritson-sgementation-pointless/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob discuss the relationship between marketers' intuition and data-driven decisions in ad effectiveness. Listen in as they discover whether instincts or analytics offer the best path to advertising success. Topics covered:   [00:40] “Marketers' Intuitions About the Sales Effectiveness of Advertisements”[01:00] Predicting effective ads is no better than random chance[04:25] Intuition versus analytics[05:45] The horse racing metaphor[06:25] Pushback for CMOs[07:40] The importance of pretesting To learn more, visit marketingarchitects.com/podcast  Resources: Nicole Hartnett, Rachel Kennedy, Byron Sharp and Luke Greenacre (2016), "Marketers' Intuitions about the Sales Effectiveness of Advertisements", Journal of Marketing Behavior: Vol. 2: No. 2–3, pp 177-194. http://dx.doi.org/10.1561/107.00000034  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

This episode explores the critical factors that define market leadership, from being first in a category to leveraging innovation and strategic marketing. Hear from experts like David Aaker, Mark Ritson, and Byron Sharp on how top brands maintain dominance and why small brands face uphill battles. Discover actionable insights on standing out, staying top of mind, and converting prospects into loyal customers.[00:00:00] Intro: Winning in B2B SaaS[00:01:23] David Aaker on Market Stability[00:03:00] Mark Ritson: Challenges for Small Brands[00:04:08] Byron Sharp's Law of Double Jeopardy[00:06:30] The Importance of Mental Availability[00:09:30] Innovation vs. Excess Share of Voice[00:12:15] Case Study: Monday.com's Marketing Spend[00:17:08] LG's Failed Market Strategy[00:19:00] Creating a Unique Market Position[00:22:00] Staying Top of Mind Strategically[00:25:39] Creative Low-Cost Marketing Tactics[00:30:00] Outro: Key TakeawaysMy links:X: https://twitter.com/peeplajaLinkedIn: https://www.linkedin.com/in/peeplaja/Personal site: https://peeplaja.com/Wynter: https://wynter.com/Speero: https://speero.com/CXL: https://cxl.com/

Welcome to this insightful episode where we dive deep into the world of marketing science with Professor Byron Sharp. Discover how brands grow and what marketers often overlook in their strategies.

This year marks 5 years since our maiden episode launched in 2019. And to celebrate Call to Action® turning 5, we've asked the …Gasp! team to rummage through all 130 episodes to re release some of their favourites.  In June 2020, we cast a net off the coast of Adelaide and caught one of the globe's greatest researchers, Jenni Romaniuk, for her first of two Call to Action® appearances.  Jenni is a Research Professor at the conveyor belt of marketing stars, the Ehrenberg-Bass Institute, where she has advised many of the world's biggest brands. She's also authored what's now a trilogy of true industry bibles; How Brands Grow 2, Building Distinctive Brand Assets, and Better Brand Health.  In one of our most listened to episodes of all time, you can hear all about Jenni's first job as a talented mixologist, how to build mental availability, context, memory, metrics, and more. If you work for a company with a brand logo, font or colour scheme, this episode is as close to essential listening as you're going to get to understand how to build, measure, manage and, crucially, protect distinctive brand assets.  Feel better about marketing with Episode 39 of Call to Action® with Professor Jenni Romaniuk.  ///// Follow Jenni on LinkedIn. If you haven't already, you'd be a fool not to fill your ear canals up with Jenni's second cameo on Call To Action®, here. And check out her books; Building Distinctive Brand Assets, How Brands Grow Part 2, and Better Brand Health. Timestamps (01:55) - Quick fire questions (04:30) - First job behind the bar at a football club  (07:00) - Getting a phone call from Byron Sharp and landing a job at EBI  (12:30) - How Brands Grow 2 and Building Distinctive Brand Assets  (17:05) - How to build mental availability  (24:10) - The link between context and memory   (31:25) - Best practices for managing and measuring distinctive assets (45:35) - Listener questions  (52:40) - 4 pertinent posers  Jenni's book recommendation is:  A Scandalous Life by Mary S. Lovell  /////

In this thought-provoking episode of JUST Branding, we're thrilled to host Professor Byron Sharp, a leading figure in marketing science and the Director of the Ehrenberg-Bass Institute, the world's premier center for marketing research. Byron, renowned for his groundbreaking book "How Brands Grow," which has significantly influenced the marketing sphere over the last decade, joins us to unravel the scientific principles behind brand growth. Our conversation kicks off with Byron's inspiration for exploring consumer buying behavior and brand expansion, setting the stage for an enlightening discussion on the essence of his work. Delving into "How Brands Grow," Byron sheds light on the book's key insights, including the pivotal concepts of Mental & Physical availability, the synergy between Distinctiveness and Differentiation, and the power of distinctive brand assets in forging lasting brand memories. Tackling prevalent myths in brand growth, such as the overemphasis on brand loyalty and the crucial need for broad market reach, Byron emphasizes the role of continuous brand exposure in shaping consumer preferences. He offers practical advice on how listeners can apply these insights, highlighting the balance between innovation and consistency in brand strategy. For designers, Byron discusses the creation and rapid adoption of distinctive brand assets, providing a blueprint for branding success. Tune in for an episode packed with invaluable insights for growing better, more recognizable brands, based on rigorous scientific research.

Two trends are colliding. First, advertisers are tracking their investments more carefully. Second, traditional marketing metrics are under attack as privacy regulations evolve. One possible solution? Attention. This week, Elena, Angela, and Rob discuss the rise and relevance of attention metrics in advertising. From how attention goes beyond visibility to the many ways attention is measured, our hosts are exploring the benefits, challenges, and practical applications of attention metrics. They even share their own experience using eye-tracking for TV commercials and how attention impacts performance. Topics covered: [01:00] New attention metrics go beyond viewability and impressions[03:30] The problem with attention metrics[07:00] Byron Sharp's perspective on attention[08:30] How 3M developed eye-tracking technology[13:00] How attention metrics inform TV performance[15:00] How viewing context and lack of standards make attention challenging for marketersTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 MarketingBrew Article: https://www.marketingbrew.com/stories/why-advertisers-are-excited-about-attention-metrics2023 MediaPost Article: https://www.mediapost.com/publications/article/391258/hey-there-attention-metrics-stifled-by-lack-of-re.html2022 The Media Leader Article: https://the-media-leader.com/sharp-is-right-chasing-fleeting-attention-is-a-waste-of-money/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

In 1992, a Minnesota-based software company known for its educational hit The Oregon Trail released another simulation-style game to school districts across the country. Freedom! took kids on a journey along the Underground Railroad, becoming the first American software program to use slavery as its subject matter. Less than four months later, it was pulled from the market. In this episode, we revisit this well-intentioned, but flawed foray into historical trauma that serves as a reminder that teaching Black history in America has always been fraught. We hear from Julian Lucas, Mike Palmquist, Rich Bergeron, Josh Bergeron, Kamau Kambui, Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, John Ojanen, Darrolyn Sharp, Byron Sharp, and Dean Kephart. This episode was written by Willa Paskin. Decoder Ring is produced by Willa Paskin and Katie Shepherd. This episode was also produced by Benjamin Frisch, and edited by Erica Morrison. Derek John is executive producer. Joel Meyer is senior editor-producer and Merritt Jacob is senior technical director. We're grateful to Julian Lucas for his expertise, reporting, and generosity, without which this episode would not have been possible. His New Yorker article, “Can Slavery Reenactments Set Us Free?,” revisits the Freedom! story as part of an exploration of the live Underground Railroad re-enactments that Kamau Kambui pioneered. Thank you to Jesse Fuchs for suggesting this topic. Thanks also to Coventry Cowens, Brigitte Fielder, Bob Whitaker, Alan Whisman, Wayne Studer, Alicia Montgomery, Rebecca Onion, Luke Winkie, and Kamau Kambui's children: Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, and Kamau Sababu Kambui Jr. If you haven't please yet, subscribe and rate our feed in Apple Podcasts or wherever you get your podcasts. And even better, tell your friends. If you're a fan of the show, please sign up for Slate Plus. Members get to listen to Decoder Ring without any ads and have total access to Slate's website. Your support is also crucial to our work. Go to Slate.com/decoderplus to join Slate Plus today. Learn more about your ad choices. Visit megaphone.fm/adchoices

In 1992, a Minnesota-based software company known for its educational hit The Oregon Trail released another simulation-style game to school districts across the country. Freedom! took kids on a journey along the Underground Railroad, becoming the first American software program to use slavery as its subject matter. Less than four months later, it was pulled from the market. In this episode, we revisit this well-intentioned, but flawed foray into historical trauma that serves as a reminder that teaching Black history in America has always been fraught. We hear from Julian Lucas, Mike Palmquist, Rich Bergeron, Josh Bergeron, Kamau Kambui, Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, John Ojanen, Darrolyn Sharp, Byron Sharp, and Dean Kephart. This episode was written by Willa Paskin. Decoder Ring is produced by Willa Paskin and Katie Shepherd. This episode was also produced by Benjamin Frisch, and edited by Erica Morrison. Derek John is executive producer. Joel Meyer is senior editor-producer and Merritt Jacob is senior technical director. We're grateful to Julian Lucas for his expertise, reporting, and generosity, without which this episode would not have been possible. His New Yorker article, “Can Slavery Reenactments Set Us Free?,” revisits the Freedom! story as part of an exploration of the live Underground Railroad re-enactments that Kamau Kambui pioneered. Thank you to Jesse Fuchs for suggesting this topic. Thanks also to Coventry Cowens, Brigitte Fielder, Bob Whitaker, Alan Whisman, Wayne Studer, Alicia Montgomery, Rebecca Onion, Luke Winkie, and Kamau Kambui's children: Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, and Kamau Sababu Kambui Jr. If you haven't please yet, subscribe and rate our feed in Apple Podcasts or wherever you get your podcasts. And even better, tell your friends. If you're a fan of the show, please sign up for Slate Plus. Members get to listen to Decoder Ring without any ads and have total access to Slate's website. Your support is also crucial to our work. Go to Slate.com/decoderplus to join Slate Plus today. Learn more about your ad choices. Visit megaphone.fm/adchoices

In 1992, a Minnesota-based software company known for its educational hit The Oregon Trail released another simulation-style game to school districts across the country. Freedom! took kids on a journey along the Underground Railroad, becoming the first American software program to use slavery as its subject matter. Less than four months later, it was pulled from the market. In this episode, we revisit this well-intentioned, but flawed foray into historical trauma that serves as a reminder that teaching Black history in America has always been fraught. We hear from Julian Lucas, Mike Palmquist, Rich Bergeron, Josh Bergeron, Kamau Kambui, Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, John Ojanen, Darrolyn Sharp, Byron Sharp, and Dean Kephart. This episode was written by Willa Paskin. Decoder Ring is produced by Willa Paskin and Katie Shepherd. This episode was also produced by Benjamin Frisch, and edited by Erica Morrison. Derek John is executive producer. Joel Meyer is senior editor-producer and Merritt Jacob is senior technical director. We're grateful to Julian Lucas for his expertise, reporting, and generosity, without which this episode would not have been possible. His New Yorker article, “Can Slavery Reenactments Set Us Free?,” revisits the Freedom! story as part of an exploration of the live Underground Railroad re-enactments that Kamau Kambui pioneered. Thank you to Jesse Fuchs for suggesting this topic. Thanks also to Coventry Cowens, Brigitte Fielder, Bob Whitaker, Alan Whisman, Wayne Studer, Alicia Montgomery, Rebecca Onion, Luke Winkie, and Kamau Kambui's children: Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, and Kamau Sababu Kambui Jr. If you haven't please yet, subscribe and rate our feed in Apple Podcasts or wherever you get your podcasts. And even better, tell your friends. If you're a fan of the show, please sign up for Slate Plus. Members get to listen to Decoder Ring without any ads and have total access to Slate's website. Your support is also crucial to our work. Go to Slate.com/decoderplus to join Slate Plus today. Learn more about your ad choices. Visit megaphone.fm/adchoices

In 1992, a Minnesota-based software company known for its educational hit The Oregon Trail released another simulation-style game to school districts across the country. Freedom! took kids on a journey along the Underground Railroad, becoming the first American software program to use slavery as its subject matter. Less than four months later, it was pulled from the market. In this episode, we revisit this well-intentioned, but flawed foray into historical trauma that serves as a reminder that teaching Black history in America has always been fraught. We hear from Julian Lucas, Mike Palmquist, Rich Bergeron, Josh Bergeron, Kamau Kambui, Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, John Ojanen, Darrolyn Sharp, Byron Sharp, and Dean Kephart. This episode was written by Willa Paskin. Decoder Ring is produced by Willa Paskin and Katie Shepherd. This episode was also produced by Benjamin Frisch, and edited by Erica Morrison. Derek John is executive producer. Joel Meyer is senior editor-producer and Merritt Jacob is senior technical director. We're grateful to Julian Lucas for his expertise, reporting, and generosity, without which this episode would not have been possible. His New Yorker article, “Can Slavery Reenactments Set Us Free?,” revisits the Freedom! story as part of an exploration of the live Underground Railroad re-enactments that Kamau Kambui pioneered. Thank you to Jesse Fuchs for suggesting this topic. Thanks also to Coventry Cowens, Brigitte Fielder, Bob Whitaker, Alan Whisman, Wayne Studer, Alicia Montgomery, Rebecca Onion, Luke Winkie, and Kamau Kambui's children: Yamro Kambui Fields, Halim Fields, Mawusi Kambui Pierre, Nanyamka Salley, and Kamau Sababu Kambui Jr. If you haven't please yet, subscribe and rate our feed in Apple Podcasts or wherever you get your podcasts. And even better, tell your friends. If you're a fan of the show, please sign up for Slate Plus. Members get to listen to Decoder Ring without any ads and have total access to Slate's website. Your support is also crucial to our work. Go to Slate.com/decoderplus to join Slate Plus today. Learn more about your ad choices. Visit megaphone.fm/adchoices

My guest today is Stef Hamerlinck! Stef Hamerlinck is a brand strategist and designer, and a brand-builder at Alan. In his day-to-day job, he runs his own branding studio with a wide variety of international clients in the CPG and lifestyle spaces. His podcast 'Let's Talk Branding' is a critical exploration of all things 'brand'. It features weekly interviews with industry leaders such as Byron Sharp, Phil Barden, and many more experts and has become a staple for brand builders. Stef has an outspoken voice in the branding industry, with appearances on Chris Do's 'The Futur', ‘Just Branding', and many more. 00:00 - Intro 0:14 - Brand building and strategy with a brand strategist 5:30 - B2B brand building and its complexities 10:07 - Branding for B2B companies 16:28 - B2B marketing strategies and differentiation 22:30 - Marketing strategies for small businesses 28:20 - Marketing strategies for small businesses 36:01 - Podcasting, branding, and content creation strategies 41:34 - B2B branding and marketing strategies Follow Stef using these links: Website: letstalkbranding.com YouTube: https://www.youtube.com/channel/UCPKxzVyOVf_KxS2Ep1LcJog Subscribe to FUNKY MARKETING: BOLD STRATEGIES FOR B2B GROWTH AND REVENUE on any podcast platform and drop a question here in the comments. Website: https://www.funkymarketing.net/funky-marketing-show/ Apple: https://podcasts.apple.com/us/podcast/funky-marketing-bold-strategies-for-b2b-growth-and-revenue/id1501543408?uo=4 Spotify: https://open.spotify.com/show/136A3zxZ5JYCukvphVP56M YouTube: https://www.youtube.com/@funky_marketing And if you need help, check out the Funky Marketing Pricing page: https://www.funkymarketing.net/pricing/ --- Send in a voice message: https://podcasters.spotify.com/pod/show/funky-marketing/message

Edlynne Laryea, Head of Industry, CPG Food and Beverage at Meta, hosts this episode as we delve into the complexities of marketing strategy with Byron Sharp, Professor of Marketing Science and Director of the Ehrenberg-Bass Institute, University of South Australia.    Key Takeaways:   (02:34) Attention as a questionable metric in advertising. (03:27) The significance of fleeting ad exposure. (04:24) Short ads can be effective. (04:40) Long-term impact of advertising over immediate sales. (07:45) Overlapping mental and physical availability for brands. (08:39) Frequent, concentrated ad exposure strategy. (13:32) Poorly-targeted advertising. (16:12) The need for more creativity in advertising. (17:30) AI's potential role in marketing. (19:17) Advertising as a long-term investment, especially during recessions. (23:45) Advice for marketers: Be open-minded and skeptical.   Keep up with the latest from Meta's Business Engineering Team by following us on Medium.   Resources Mentioned: ”How Brands Grow: What Marketers Don't Know” by Byron Sharp   #innovation #technology #genz #metaverse #socialmedia #socialmediamarketing  

In this episode of the Brand Gravity Show, we dive into the world of branding with the remarkable Ethan Decker, Ph.D. As a brand strategist and marketing expert for over 15 years, he's the bridge between science and creativity, debunking myths and revealing the secrets of successful brand growth. From the "banana curve" to brand loyalty, and repertoire buying to unconventional levers, we challenge conventional wisdom in branding.But that's not all—Ethan also redefines the concept of brand purpose and shares insights on building a business case for the brand in the age of performance marketing. With a background in urban ecology and a knack for marketing, Ethan offers a unique perspective that's a must-listen for aspiring brand strategists and entrepreneurs alike. So, join us as we unravel the mysteries of branding with the "Doctor of Brand Growth," Ethan Decker. You won't want to miss it!We talk about:[0:00] Intro[04:02] Deciphering brand growth: laws vs. levers[05:29] The banana curve[07:34] The myth of brand loyalty[09:05] Repertoire buying[10:49] Rethinking brand strategy[14:52] Deconstructing brand purpose[18:08] Unconventional brand levers[20:56] Common brand-building myths[27:16] Shifting the marketing paradigm[29:51] Advice for aspiring brand strategists[34:13] Where to find Ethan[35:04] Ethan's actionable advice to entrepreneursConnect with Ethan here:https://appliedbrandscience.comMentions:Ehrenberg-Bass Institute: https://www.marketingscience.info/about-us/How Brands Grow by Byron Sharp: http://marketinglawsofgrowth.com/index.htmlLes Benet & Peter FieldMini MBA: https://mba.marketingweek.com/Mark Ritson:https://www.marketingritson.com/Connect with Kaye here:Brand Personality Quiz: https://www.kayeputnam.com/brandality-quiz/https://www.youtube.com/user/marketingkayehttps://www.facebook.com/marketingkaye/https://www.kayeputnam.com/https://www.kayeputnam.com/brand-clarity-collective/

What an amazing book

Marketing science is punk… It's anti-establishment.It challenges the stories marketers tell themselves and pursues the empirical truths of the craft.Byron Sharp and the Ehrenberg-Bass Institute champion this thinking.They carry the torch for evidence-based marketing and continue to make discoveries that push marketers to become more scientific and greater skeptics of the world around us.If you're unfamiliar with Byron, he's the Director and Leading Researcher of the Ehrenberg-Bass Institute, the world's largest center for marketing research. His books How Brands Grow Parts 1 and 2 are foundational tools for any marketer, and the work coming out of Adelaide, Australia, is drastically changing the world of marketing and advertising.Tune in as we discuss the role of marketing science, concepts like test and learn, and what it takes to be evidence-based rather than “data-driven.” Links Connect with Byron: here Connect with us: here Buy his book: here Win a Crowbar to break into advertising: here --- Send in a voice message: https://podcasters.spotify.com/pod/show/breakenter/message Support this podcast: https://podcasters.spotify.com/pod/show/breakenter/support