Should I believe my Customers?

Is market research accurate?

I’ve been spending a little time dispelling some myths about marketing from the work of Prof. Byron Sharp, et al, and as a sideline, I’d like to talk about marketers and market research.

Is market research accurate- well it depends. As business leaders and marketers we spend a large part of our lives listening to customers, and typically the most effective means of doing this is through market research.  … Read more

How to grow your brands- physical availability

Over the past months I have been describing the background research to marketing’s new research-based paradigm. And last week i described how to grow through increasing mental availability- by creating a compelling expectation in the mind of the consumer.

Now, I’ll describe HOW you can use these insights to grow your brands and your business by winning the in-store battle, the battle for the shoppers basket thus delivering a compelling experience.… Read more

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

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