How Brands Grow: Marketing Science, Brand Loyalty, Creativity & Strategy with Byron Sharp

How do brands grow? Byron Sharp (Ehrenberg-Bass Institute), author of the groundbreaking How Brands Grow, joins Giovanni Pupo on A Glass of Marketing to explore the science behind effective marketing strategies.

In this insightful conversation, Gio and Byron dive into key topics that challenge traditional marketing beliefs:

Brand Loyalty vs. Mental & Physical Availability: Byron explains why brands should focus on being mentally and physically available to consumers instead of overestimating loyalty.

Creativity in Advertising: Discover how creativity captures consumer attention and drives growth.

Short-term vs. Long-term Strategies: Byron debunks the myth that these strategies are separate and explains how to balance them effectively.

The Myth of Hyper-Personalization: Why mass marketing often works better than targeting niche audiences.

Sustainability in Marketing: Byron shares his perspective on its influence on consumer behavior.

Key Takeaways from the Episode:

Mental and physical availability are crucial for brand success.
Brand loyalty exists, but consumers typically buy across multiple brands.
Consistency in messaging is vital for staying top of mind.
Short-term and long-term strategies must work together.
Emotional connections in advertising need more evidence to prove effectiveness.
AI can assist with tasks but doesn’t replace creativity.
Marketers must understand human behavior and focus on reaching new audiences for growth.
Analytical skills are essential for today’s marketing students.

Host: Giovanni Pupo
Website: giovannipupo.com
Instagram: instagram.com/giovannipupo
LinkedIn: linkedin.com/in/giovannipupo

Animation: Giacomo Calderoni
Instagram: instagram.com/boyz_jiek

Music: KIRIKU
Instagram: instagram.com/whoskiriku