Sarvas: It’s time to tear down marketing myths
Australia is known as an important source of marketing experts and many claim to have the highest quality marketing education in the world. From the past it is worth remembering the names Andrew Ehrenberg and Frank Bass. They are followed by a new generation of marketing experts. Just two names – Mark Ritson and Byron Sharp. I was lucky enough to meet both, but I spent more time with Professor Sharp, director of The Ehrenberg-Bass Institute for Marketing Science (EBI) at the University of South Australia in Adelaide.
I first met Byron in Warsaw in 2007. The first seminar called How Brands Grow according to the book, which went at that time to press (Czech How to build brand, 2018). Basically I lost my illusions about marketing and market research because Byron destroyed all the concepts I believed in – loyalty, AIDA model, marketing funnel. In essence, I asked myself if it made sense to pursue a career. And then I thought I’d try to prove Sharp was wrong. Unfortunately, almost all the data spoke in his favor.
We have seen that brand loyalty is one great myth. The fact is that people are polygamous and have a brand repertoire that is formed at a certain age, and then it is difficult to get into it. On the other hand, the EBI was also able to accept our comments and analyzes, accepting that the brands are not completely interchangeable and that there are so-called “partitions” , which are shared more by shoppers than normal. However, this is not a question of loyalty, but the influence of external factors such as distribution, price, taste preferences, etc.
Read the full article on Media Guru.
