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Customer Review

4 of 9 people found the following review helpful
2.0 out of 5 stars How big brands grow bigger would be a more accurate name, 28 Feb. 2013
This review is from: How Brands Grow: What Marketers Don't Know (Hardcover)
This book is one huge pile of generalizations.

Disclaimer: it may be a good read if you're managing an account for a large multinational company who sell products to the mass market. Why? Because this book tells you that customer loyalty doesn't exist, that Mars and Snickers are the same thing (both chocolate, right?), Coke Zero and Diet Coke target the same customer (both sodas, right?).
The list goes on.

Don't read this book if you're a small company. It's not for you.
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Initial post: 5 Jun 2013 07:20:51 BDT
Byron Sharp says:
The generalisations are repeating patterns (empirical laws) about how buyers buy, and how brands grow. I don't understand why you would say this doesn't apply to small companies? Or small brands? Their buyers buy in the same way, they compete in the same world.

For example, the empirical pattern that brands mostly have very light, occasional customers (who largely buy other brands). One of the charts shown is for Coca-Cola, a big brand chosen deliberately to make the point - i.e. if this is what it's like for Coca-Cola imagine what it's like for smaller brands! It doesn't take much imagination to realise.
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