Top critical review
Save your money !
on 11 May 2017
Read most of the book "How Brands Grow" by Byron Sharp....lots of tables and data and felt more like a academic piece rather than what I was expecting...quite dry to be honest and I have not been smart enough to identify any insights.
The key messages have been set out as "laws" both at the front and at the end of the book - primacy and recency from psychology spring to mind. The author has attempted to set the record straight around some of the well worn marketing messages / received wisdom over the decades and has relied to dry and dated data to evidence his case.
Why does a Professor from Australia have to come up with these key findings that our very own, delightful Pippa Middleton could have come up with in her spare time ? Could have been ghost authored by the lady !
Key messages, if they can be called that !
Large market penetration = large market share
Acquisition of customers is more important than retention.
Low frequency buyers make up a huge part of the market.
Brand loyalty is over hyped.
Price promotions do not have a lasting impact on customer buying behaviour.
Even loyal customers frequently buy other brands...
After reading the book, it confirmed what I knew all along...basically that we all buy what we want, when we feel like it or circumstances change. No one really cares.