3rd of February 2022

Published by Uncensored CMO See original article

Uncensored CMO Podcast interview with Prof. Byron Sharp

Institute Director Professor Byron Sharp chats with Jon Evans on the podcast Uncensored CMO.

Jon & Byron discuss:

  • Being turned down for a publishing deal for How Brands Grow
  • Why experts are terrible at predicting the future
  • Marketers getting distracted by Purpose with little empirical support for it
  • The ethical reason we should be focussed on the best return on marketing
  • Byron responds to Peter Field’s Purpose research
  • The top marketing myths exposed by How Brands Grow
  • The No.1 surprise in How Brands Grow
  • Why your customers are mostly the same as your competitors
  • The law of Double Jeopardy and why we are over exposed to our own brands heavy buyers
  • The paradox of very small brands having a larger customer base than expected
  • Physical and Mental availability overlap
  • How similar the top brands look vs ten years ago
  • Lucozade sugar tax backlash and how that proved the laws of marketing
  • The surprising importance of light and very light buyers
  • Why a lot of your sales come from people who haven’t bought you for at least a year
  • The importance of not changing your design
  • Whether the laws vary depending on category
  • Why market research is designed to highlight difference rather than similarity
  • The importance of distinctiveness and being remembered
  • What Levitt, Kotler and Akker got wrong about differentiation
  • Why even bankers can’t tell their banks apart
  • The power of pink concrete mixers
  • Asking an 8 year old to tell you what’s different about your brand
  • The real role of advertising for your brand
  • How search works just like point of sale to catch people as they fall
  • How the laws remain the same in B2B
  • Why Apple isn’t your typical brand when it comes to selling product differentiation
  • Why Ehrenberg Bass has just own distinctive asset
  • Why fruit doesn’t need packaging
  • The biggest unanswered question in marketing
  • Plans for Ehrenberg Bass to make training available to marketers
  • What Byron missed out in How Brands Grow
  • The importance of marketing the research and highlighting the implications
  • Describing Mark Ritson as the best business journalist in the world
  • What Byron thinks about the environment and the role of marketing in it

Listen to the full podcast episode here.

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