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Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing.
How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.
Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.
This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.
If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.
- Sales Rank: #57579 in Books
- Published on: 2015-11-19
- Original language: English
- Number of items: 1
- Dimensions: 6.30" h x .80" w x 9.10" l, .0 pounds
- Binding: Hardcover
- 192 pages
About the Author
Jenni Romaniuk, Associate Director (International), Ehrenberg-Bass Institute for Marketing Science
Jenni Romaniuk is Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute, at the University of South Australia. Jenni's research covers Brand equity, Mental Availability, Brand Health Metrics, Advertising effectiveness, Distinctive assets, Word of mouth and the role of Loyalty and Growth. She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and strategic potential of their brand's distinctive assets. She is also a pioneer in Mental Availability measurement and metrics. Jenni is Executive Editor (International) of the Journal of Advertising Research, and is on the Editorial review board for four other journals. She has published in journals such as the Journal of Business Research, Journal of Marketing Management, Marketing Theory and European Journal of Marketing.
Dr Byron Sharp is Professor of Marketing Science, and the Director of the Ehrenberg-Bass Institute, at the University of South Australia. The Ehrenberg-Bass Institute's research is used and financially supported by many of the world's leading corporations, including Coca-Cola, Colgate-Palmolive, First National Bank, General Motors, Procter & Gamble, Turner Broadcasting, CBS, ESPN, and Unilever. Byron's book 'How Brands Grow' was voted marketing book of the year by AdAge readers in 2013. He has also published over 100 academic papers and is on the editorial board of five journals. He recently co-hosted with Professor Jerry Wind two conferences at the Wharton Business School on the laws of advertising, and co-edited the 2009 and 2013 special issues of the Journal of Advertising Research on scientific laws of advertising. His university textbook 'Marketing: theory, evidence, practice' (Oxford University Press) was released in 2013.
Most helpful customer reviews
6 of 6 people found the following review helpful.
Reading this book feels like winning the lottery
By Darren
The marketing world is so full of anecdotes, it's like if a doctor prescribed your a medication without any scientific backing or research, relying only on his instincts and hunch (which scientists have proven over and over to be unreliable for a big number of situations). 99.9% of marketing books are like these. Not only the advice they provide is not helpful, but also HURTS the product/brand you'll promote (as mentioned in this book in the part of user personas).
I stumbled upon Byron Sharp's work quite accidentally by reading a book called "Applying Scientific Reasoning to the Field of Marketing" where Dr. Sharp was the only marketing professor this author mentioned. I started doing some research and discovered his original "How Brands Grow" book. The principles totally changed the way I look upon marketing, it felt like I suddenly took the "red pill" and many things became crystal clear on why some products I thought were nothing special in quality were popular and with big market share and why some extraordinary products were so-and-so in popularity (tip: advertising and the fact people don't think much about products).
This second book focuses more on the HOW to part which is what we've been all waiting for. In Chapter 1, the authors give a brief summary of the fundamental principles of the book. It's like "How brands grow brief summary + what we know since then". Then in subsequent characters, they go on debunking popular myths which could save marketers thousands of wasted hours in applying principles that yield no effect. After this, they provide more specific how-to advice on principles that DO work and how to implement them conceptually. For more detailed instructions, there are footnotes with the appropriate studies.
Sometimes reading this book (and the first "How Brands Grow") feels like winning the lottery. I still don't understand why this book isn't required reading for every marketing course out there. It makes me wonder how evidence-focused marketing professors really are (this is the only book out of 100s I've seen that backs up 100% of what it says with evidence.) Maybe it's the fact that there are huge market research companies and consultancy agencies (where these professors are on the board) that charge hefty fees for doing "segmentation" (a principle debunked by this book), "targeted reach" (also a non-effective tactic which is elaborated in this book) and "differentiation" (which also doesn't work). This incentive is multiplied because those firms can charge even more fees by claiming their work produces a better segmented audience, a more laser-targeted reach and even bigger differentiation. If they go and actually accept the evidence here, they'll have to say...sorry guys everything we did for you was proven ineffective. We'll have to totally revise what we're doing or shut our doors.
Consider yourself VERY lucky if you came upon this book, because the odds were against you (it isn't advertised in mainstream media as much as pop-marketing gurus, so you were either very lucky to somehow stumble upon it or crazy persistent like me to throw every marketing book out there that doesn't provide any evidence behind its claims and keep searching for that one which does).
3 of 3 people found the following review helpful.
Best Marketing book you will ever buy.
By Jose Suerte
I was very skeptical about the recommendation I got on the first book. I thought after 30 year of marketing with companies like P & G, Kraft, T-Mobile and Mars I knew enough about marketing. I was wrong. I found it to be the best clear headed marketing book I have have read in years. THere is so much baloney that passes for marketing today. This book and the first book by Sharp approach marketing from a much more realistic basis. The book explains how many platitudes about marketing are just not true. If you are serious about your craft, I suggest you read these two books.
1 of 1 people found the following review helpful.
What marketing is about
By Vito
How Brands Grow part 2 is a must read for all those interested in understanding what makes the difference between big, successful brands and small brands.
This new book brings all the insights of 'How Brands Grow - what marketers don't know' to the next level, providing practical examples on how to measure mental availability, distinctive assets and physical availability. Additionally it also provides plenty of data points on emerging markets - very useful and relevant to demonstrate that the laws of growth hold true also in less developed, often fast growing markets.
I found 'how brands grow - part 2' as inspiring as the former and possibly even better in providing guidance about implementing the laws of growth in real business life.
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