1. Building Mental Availability: The Science of Being Noticed
Stop obsessing over the differences between your category and others. Stop trying to find a "niche" of super-loyal customers. Instead, focus on the fundamentals:
To apply the science of How Brands Grow: Part 2 to an organization, marketing teams must shift their KPIs and daily tactics: Stop Narrow Targeting
The sequel provides updated insights and case studies on how brands can grow in a rapidly changing marketing landscape. Some of the topics covered include:
Many practitioners initially argued that Sharp’s laws only applied to fast-moving consumer goods (FMCG) in Western economies. How Brands Grow Part 2 systematically dismantles this objection. How Brands Grow Part 2 Pdf
A small soft drink brand will lose more customers to Coca-Cola than to another small brand, simply because Coca-Cola is larger. Brands do not have "unique" customer niches; they share the market predictably. 3. Physical Availability: Being Easy to Find
CEPs are the internal cues (e.g., "I need energy for my morning commute") and external cues (e.g., "It is raining outside") that prompt a purchase.
The publication of Professor Byron Sharp’s How Brands Grow disrupted the marketing landscape by replacing conventional wisdom with empirical laws. If the first book established that brand growth relies on building physical and mental availability rather than hyper-targeting and loyalty schemes, the second part solidifies these findings. Co-authored with Professor Jenni Romaniuk, How Brands Grow Part 2 expands the Ehrenberg-Bass Institute's evidence-based framework to emerging markets, service industries, luxury segments, and business-to-business (B2B) verticals.
While differentiation attempts to make a brand seem "different or unique" in its purpose, distinctiveness ensures the brand looks like itself. Distinctive Brand Assets (DBAs) are non-brand-name elements that trigger the brand name in the consumer's mind. Instead, focus on the fundamentals: To apply the
One of the most actionable frameworks in Part 2 is the strategic management of . These are non-brand-name elements (logos, colors, slogans, characters, fonts, or sounds) that trigger the brand identity in the consumer's mind.
To sell anything, your brand must be easy to buy. Part 2 breaks physical availability down into three distinct pillars that marketers must manage:
Evidence-Based Marketing: The Definitive Guide to How Brands Grow Part 2
In 2021, Oxford University Press released a , updating every chapter and adding an entirely new section on business‑to‑business markets. A small soft drink brand will lose more
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The internal motivation (e.g., "I need energy for my morning meeting").
The content is structured around several "laws" of marketing science: Books - Ehrenberg-Bass Institute for Marketing Science
Offering the right variants, sizes, and formats to suit the immediate buying context. 5. Word of Mouth (WOM): Facts vs. Fiction
A common misinterpretation of the first book was that loyalty doesn't matter. Part 2 clarifies this: loyalty matters, but the type of loyalty marketers chase is often wrong.