Byron Sharp Books
Byron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute at the University of South Australia. His research focuses on empirical laws of marketing and buyer behavior, and he is recognized internationally for advancing evidence-based marketing practices.
Known for: How Brands Grow: What Marketers Don't Know
Books by Byron Sharp
How Brands Grow: What Marketers Don't Know
This book challenges traditional marketing beliefs by presenting evidence-based insights into how brands actually grow. Drawing on extensive empirical research, Byron Sharp demonstrates that brand growth is driven by market penetration rather than loyalty, and that marketing effectiveness depends on reaching all potential buyers. The work distills marketing science into practical laws that guide brand managers and marketers toward more predictable and sustainable growth.
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The Law of Double Jeopardy
One of the first empirical principles to shock marketers is what we call the Law of Double Jeopardy. In nearly all competitive categories, smaller brands face a double disadvantage: they have fewer buyers, and those buyers are slightly less loyal, purchasing the brand less often. This observation co...
From How Brands Grow: What Marketers Don't Know
The Importance of Market Penetration
If the Double Jeopardy law dispels illusions about loyalty, then the next truth cements what truly drives growth: market penetration. Growth occurs when more people buy your brand, not when a few people buy it more often. Every piece of data supports this—it is the mass of light, infrequent buyers t...
From How Brands Grow: What Marketers Don't Know
About Byron Sharp
Byron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute at the University of South Australia. His research focuses on empirical laws of marketing and buyer behavior, and he is recognized internationally for advancing evidence-based marketing practices.
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Byron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute at the University of South Australia. His research focuses on empirical laws of marketing and buyer behavior, and he is recognized internationally for advancing evidence-based marketing practices.
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