Revisiting 'How Brands Grow' with Byron Sharp

'How Brands Grow' is one of the most influential books in marketing, exploring rules of brand growth such as mental and physical availability, double jeopardy, and increasing penetration. Professor Byron Sharp, its author and director of the Ehrenberg-Bass Institute, joined WARC's David Tiltman at Cannes Lions to revisit its core principles and how they apply to today's marketing landscape. Guests: Byron Sharp, author, How Brands Grow; Professor of Marketing Science, University of Adelaide; Director, Ehrenberg Bass Institute David Tiltman, Chief Content Officer, WARC Chapters: [00:00] Introduction: Prof. Byron Sharp joins The WARC Podcast [02:40] Mental and physical availability: Where Byron Sharp and Mark Ritson align [04:00] Inside 'How Brands Grow': Laws of brand growth explained [05:20] The NBD-Dirichlet Model and Ehrenberg’s Law of Buyer Frequency [07:15] Andrew Ehrenberg’s influence on marketing science [09:30] Brand awareness and brand salience [12:40] Why CMOs must know the laws of marketing science [15:30] What brand image data really shows [18:50] Navigating recession: Should brands cut advertising spend? [22:10] Inflation, private label growth and CPG brand strategy [26:00] Mental availability as a brand asset [29:40] How small brands grow [32:20] Differentiation vs distinctiveness [36:12] Byron Sharp's advice on pricing power [37:30] How does brand image differ from mental availability? [40:16] How Ehrenberg-Bass laws work in disrupted and high-growth markets [42:24] The future of marketing science & fact-checking hype For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe