63: Byron Sharp tells us what branding is all about
This is the third and final installment of Alan’s back-to-school podcast master class in marketing. This week, his conversation is with Byron Sharp, professor of marketing science at the University of South Australia. There, he is also director of the Ehrenberg-Bass Institute, the world’s largest research institute studying marketing.
Sharp’s book, “How Brands Grow: What Marketers Don’t Know,” first published in 2011, continues to grow in popularity with marketers and academicians alike. And in this podcast, he and Alan discuss many aspects of the book in detail, including all things brand: from brand growth to brand building and brand loyalty. Their conversation is far ranging, with Sharp touching on such topics as the scientific revolution — “It’s a wonderful thing, but it’s still got a long way to go.” — and the future of marketing — “The future belongs to the thinking marketers, rather than just the doers.”
Listen to the Marketing Today podcast on Atomck.
