Byron Sharp is one of the global leaders in marketing research and the author of the bestselling book ‘How Brands Grow’. We discuss the myths and realities of effective marketing, covering topics like customer acquisition, the effect of advertising, and loyalty programs.

(0:00) Introduction and 'How Brands Grow'
(2:35) Using science to identify lawlike patterns in marketing
(6:06) Is it more profitable to retain customers than to acquire new ones?
(11:00) Do loyalty programs actually work?
(16:20) Segmentation, targeting, and the reality of buying personas
(19:41) Making smart media choices
(21:52) Why price promotions don't work
(24:33) Does every brand need a higher purpose?
(29:24) McDonald's and differentiation vs. distinctiveness
(36:45) How marketing really works
(45:17) Crafting the right message


Learn more:
https://generogrowth.com/
https://www.marketingscience.info/
  / professorbyronsharp