How Brands Grow by Byron Sharp is a must-read for any marketer or business owner who wants to understand how to build and grow a successful brand. Sharp’s research is based on a decade of studying consumer behavior and marketing. And he provides a fresh perspective on how to build a brand that stands out in today’s crowded marketplace. So here we go, the How Brands Grow Review.
Sharp’s book is divided into two sections. Part 1 focuses on the evidence that supports his theories. Part 2 delves into practical advice on how to apply those theories to your brand. Sharp argues that traditional marketing practices are not as effective as they once were and that many of the beliefs we hold about how to build a brand are simply myths.
Key Takeaways
One of the key takeaways from the book is the importance of targeting all potential buyers, not just the most loyal ones. Sharp stresses that brand growth comes from attracting new customers, not from trying to win over existing ones. He also emphasizes the importance of creating and maintaining mental and physical availability for your brand.
Sharp’s book challenges many conventional marketing beliefs and practices. Because of this, it has garnered both praise and criticism from the marketing community. However, the evidence and research that Sharp presents cannot be ignored. His insights are valuable for anyone looking to build a brand that will stand the test of time.
Sharp’s research and insights are also supported by other experts in the marketing world. Mark Ritson, a marketing professor notes, “Sharp’s work is some of the most important marketing thinking in the last 50 years.” Marketing consultant Martin Weigel adds that “Sharp has created the most effective challenge to the conventional marketing wisdom of the last two decades.”
Distinctive Brand Assets
Another key takeaway from Sharp’s book is the importance of building a brand that resonates emotionally with consumers. Sharp argues that emotions, not rational thinking, drive consumer behavior. Adding that brands that can tap into those emotions are the ones that will succeed. He recommends that brands focus on building distinctive brand assets, such as logos, slogans, and jingles. Assets that are easily recognizable and trigger emotional responses in consumers.
Community
Another important aspect of building a successful brand, according to Sharp, is creating a brand community. Brands that have strong communities of loyal customers are able to leverage those communities to create word-of-mouth marketing and to drive growth. Sharp recommends that brands focus on creating a brand story that is consistent and emotionally resonant, and that they provide opportunities for customers to engage with the brand and with each other.
Conclusion
How Brands Grow is a valuable resource for anyone looking to build a successful brand in today’s marketplace. Sharp’s research and insights are supported by other experts in the marketing world. His unconventional approach challenges many of the beliefs and practices that have long been held in the industry. By focusing on emotional resonance, targeting all potential buyers, and building a strong brand community, brands can create a lasting impact and drive growth for years to come.
