Are you a marketer who believes good marketing is about evoking emotions, finding the perfect positioning, and cultivating loyalty? If so, you may want to reconsider your approach. Ive just finished Byron Sharp’s book, "How Brands Grow: What Marketers Don’t Know", which presents a different perspective on brand growth. Sharp argues that brands grow by focusing on acquiring new customers, increasing mental and physical availability, and cultivating behaviorally loyal buyers. Your brand's growth will come from attracting light buyers or nonconsumers rather than just focusing on retention and repurchasing from existing customers. As a marketer, your task is to increase your brand's visibility and accessibility, making it easy for potential buyers to find and buy from you. Check out the book for more insights into how brands really grow.
