#25 Byron Sharp - how marketing really works (enhanced audio)

Byron Sharp is one of the global leaders in marketing research and the author of the best-selling 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 law-like 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