“How Brands Grow” by Byron Sharp is a comprehensive guide to understanding how brands develop and grow over time. The book challenges traditional marketing theories and provides a new framework for brand growth based on empirical evidence. It is an essential read for anyone interested in building strong brands.
The book is divided into three parts. Part one introduces the concept of “brand illusion” and how it affects our understanding of brand growth. Sharp argues that traditional marketing theories are based on flawed assumptions and that a more scientific approach is needed to understand how brands grow. He presents a new framework for brand growth based on empirical evidence and behavioral psychology.
Part two of the book focuses on the key drivers of brand growth. Sharp identifies six key drivers of brand growth: awareness, familiarity, liking, consideration, conviction, and purchase. He explains how each driver works and how they interact with each other to drive brand growth. He also provides practical advice on how to measure and manage each driver to maximize brand growth.
Part three of the book looks at how brands can grow over time. Sharp provides case studies of successful brands and explains how they have grown over time. He also provides guidance on how to build a strong brand foundation and how to sustain brand growth over the long term.
Overall, “How Brands Grow” is a must-read for anyone interested in building strong brands. It provides a new framework for understanding brand growth based on empirical evidence and behavioral psychology. It also provides practical advice on how to measure and manage the key drivers of brand growth. If you want to build a strong brand, this book is a great place to start.
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