How to grow your brands- mental availability

In the last few weeks, I have been focusing on dispelling some of the biggest marketing growth myths

  • the myth of focusing on building loyalty
  • the myth of focusing on the heavy buyer
  • the myth of focusing on being different
  • the myth of focusing on the satisfied customer

And have challenged these myths using Byron Sharp and colleagues new research based paradigm.… Read more

Increasing Penetration is all about mental and physical availability

Welcome central summary blog post in my series dispelling marketing myths.

Throughout this series, I have identified a number of marketing myths, using data primarily from Byron Sharp’s publications and recent Asian research to show why these myths are false. This post will act as a summary emphasising that to grow businesses and brand owners need to understand the importance of mental and physical availability, and tie together everything we’ve learned so far.… Read more

Marketing is all about Growth, and growth is about increasing Penetration

We are nearing the end in my series dispelling marketing myths by looking at what the focus on your business marketing should be.

Throughout this series, I have identified a number of marketing myths, using data primarily from Byron Sharp’s publications and recent Asian research to show why these myths are false. This post will present an alternate paradigm to grow your business.… Read more

Different isn’t Distinctive… and being distinctive is better

A few weeks ago, I set out to bust a number of marketing myths using data based opinions to really understand how businesses can grow. I’m a big fan of Byron Sharp’s work at the Ehrenberg-Bass Institute and use his research and files to help explain how businesses and brands can grow to become market leaders.

Last week i looked at a brand’s customer base and made the case for using mass marketing as an effective strategy to engage light consumers and use this as a base for long-term brand growth.… Read more

Why I still believe in Mass media

… and why “new media” is just old media on a computer.

My last post looked at describing what makes small brands small and big brands big- as a means of helping new General Managers understand how to grow their businesses. We also discussed what factors need to be considered in growing a brand.

Here we’ll take a closer look at another myth smashed by Byron Sharp’s work at the Ehrenberg-Bass Institute, we’ll explore brands’ customer bases and which—if any—buyers they should be targeting using what type of media.… Read more