How Brands Grow: What Marketers Don't Know by Byron Sharp

BATB score: 10/10

*BATB re-read truly amazing 👏 *

Best to: target mass (niche is a business limiting mindset)

Best for: all marketer out there; coca cola lovers buy pepsi anyways

Best as: one of the hardest ongoing battles any marketer faces is to get light, occasional and non-consumers to think of and remember their brand #distinctiveness

BATB linger thoughts: loyalty programs are stupidly rewarding existing buyers for what they already do; we are all targeting the same people and loyalty is fake; double jeopardy law is the more the market share, the more the buyer, the more the loyalty

Best quotes: “Education consists mainly of what we have unlearned.”

“Buyers are polygamous; brands share consumers.”

“Distinctive assets are not what motivate consumer to buy brands; it’s how they know where the brand is and what brand they bought.”

“Advertising’s effect on purchase probability occurs through the effect on memories, and memories have some ability to last. Advertising works by reaching and nudging.”