How Brands Grow: What Marketers Don’t Know
Textbook Economics Marketing Consumer Behavior Brand Management Business Advertising
Byron Sharp’s 2010 blockbuster, How Brands Grow: What Marketers Don’t Know (Oxford University Press, ISBN 9780195573565), is the data-driven wake-up call that modern marketers keep on their desks for good reason. Drawing on decades of Nielsen, TNS and Ehrenberg-Bass Institute evidence, Sharp dismantles long-held beliefs—loyalty programs, heavy-user focus, segmented positioning—and replaces them with two growth fundamentals: reach as many category buyers as possible and keep the brand “mentally available.” The 246-page hardcover explains why market-share leaders always have higher penetration, why double-jeopardy law punishes small brands twice, and how distinctive assets (colours, jingles, tag-lines) create the memory structures that trigger purchase. Executives love the clear, textbook-style frameworks; agencies love the empirical ammunition for bolder media plans.
Collectors prize this first-edition hardcover for its rarity and durability. At 9.4 × 6.3 × 0.8 in and a solid 20.9 oz, the book feels substantial in the hand, while the sewn binding stands up to repeated reference. The copy listed here is graded “very good,” free of smoke or shelf odour, making it an ideal gift for strategists, MBA students, or any brand manager building a personal marketing canon. Unlike later paperbacks, this 2010 clothbound keeps the original page layout, charts and end-notes intact—perfect for margin-note comparison with newer empirical studies.
Owning How Brands Grow is more than an academic flex; it is a career advantage. Companies from Procter & Gamble to Google apply Sharp’s principles to allocate billion-dollar media budgets, while start-ups use the same laws to scale on a shoestring. When interviewers ask, “How would you grow our brand?” quoting Sharp’s penetration-led, light-buyer focus signals that your recommendations rest on peer-reviewed science, not fashionable buzzwords. Secure this hardcover now and future-proof your marketing playbook with the evidence that reshaped the discipline.
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