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as Andrew Ehrenberg and Byron Sharp have shown, markets are much less segmented than people think. We all use a repertoire of brands – Waitrose shoppers pop into Lidl too – so all category brands compete with one another to some extent.
APG Ltd • How not to Plan: 66 ways to screw it up
These are universal principles that apply to companies of all sizes! Their examples tends toward large stable brands only because they have the data is more readily accessible.The HBG books and their Rules all derive from Andrew Ehrenberg's NBD-Dirichlet model of consumer buying behavior.That model has decades of supporting research (much of it to ... See more
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Byron Sharp - How Brands Grow_ What Marketers Don’t Know (0) - libgen.lc
The document discusses evidence-based marketing principles, challenging common assumptions, and revealing laws governing brand growth, loyalty, penetration, and cross-selling metrics in various product categories and markets.
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Brands grow by having (many) more buyers who buy the brand (a little) more (as outlined in How Brands Grow, Sharp 2010).
Jenni Romaniuk • Better Brand Health eBook
* Your goal is to make your brand the top authority in your industry in the consumer's minds