Joseph Tripodi, CMO, The Coca-Cola Company Until every marketer applies these learnings, there will be a competitive advantage for those who do.Timothy Keiningham, IPSOS Loyalty A scientific journey that reveals the laws of growth.Please log into your Audible account and, from within the library tab section, please perform a search for How Brands Grow.Once you find your book in your library, you should see a link to the text or PDF directly beneath the title of the book.
If you do not see this link, simply click on the link for the book itself. Byron Sharp How Brands Grow Converter Download The AccompanyingOn the product description of the book, please scroll to the bottom of the description and click on the link to download the accompanying material. Byron Sharp How Brands Grow Converter Free Complementary MaterialI hope this email allows you to enjoy your free complementary material soon. Please let me know if you have any further questions or concerns. We are always happy to help If I can do anything else for you, please dont hesitate to contact us. Please feel free to call our Customer Care at 1800 736-910 (or) 61 3 9034 3784 (International) or simply reply to this email. At times, the book is written with the flighty shallowness of modern business books. Start by marking How Brands Grow: What Marketers Dont Know as Want to Read. Tackling issues such as how brands grow, how advertising really works, what price promotions really do how loyalty programs really affect loyalty. It is worth flipping through with a hint of common sense and finding if these truths work for you: -Reach is everything. Reach as broad audience as you can. For advertising to work you need to build memory structures. Create brand assets -. Create brand assets - branding is crucial tool to make the brand as easily recognisable as possible. Consistency rules. Loyalty is overrated. Lovemarks (brands people love) does not exist. This book is surprising and forehead slappingly obvious in equal measure. It peels away accepted truths and paints a more rational picture of customers as uncaring cognitive misers. Next time you hear somebody trying to sell the power of brand personalities, segmented targeting strategies, or long term algorithmic growth forecasting in a meeting - take a w. Next time you hear somebody trying to sell the power of brand personalities, segmented targeting strategies, or long term algorithmic growth forecasting in a meeting - take a walk around the block. I would rate this book a 4 but really, how high would your conscience allow you to rate a book about marketing. Meanwhile traditional marketing methodology is still appropriate for small brands. It debunks quite a lot of ideas around marketing - e.g. The nice thing is that much of the earlier chapters are backed by reasonable amounts of d. ![]() It also ties in nicely with the work of Daniel Kahneman on heuristics saying that, despite having little loyalty, most people only buy things theyve heard of (we take mental shortcuts for decisions as Kahneman has comprehensively proved) so you need to make sure people have heard of your brands in the first place if you want to sell it. However, I only give this four stars as in some of the later chapters (e.g. Chapter 9, How advertising really works) the author suddenly drops his evidence-based approach and goes back to the time-honored marketing approach of making authoritative but evidence-devoid assertions. For example, the now popular idea that you need to create more occasions around your brand to grow mindshare clearly come from this book, but no data for it is ever presented. I believe this is a must read for all marketing (and related categories) people. Especially humbling for marketers in its stark reminder that the consumers primary goal in life is NOT bonding with our products.
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