#25 Byron Sharp - how marketing really works

Byron Sharp is one of the global leaders in marketing research and the author of the best-selling book ‘How Brands Grow’. We discuss the myths and realities of effective marketing, covering topics like customer acquisition, the effect of advertising, and loyalty programs.

(0:00) Introduction and 'How Brands Grow'

(2:35) Using science to identify law-like patterns in marketing

(6:06) Is it more profitable to retain customers than to acquire new ones?

(11:00) Do loyalty programs actually work?

(16:20) Segmentation, targeting, and the reality of buying personas

(19:41) Making smart media choices

(21:52) Why price promotions don't work

(24:33) Does every brand need a higher purpose?

(29:24) McDonald's and differentiation vs. distinctiveness

(36:45) How marketing really works

(45:17) Crafting the right message

Learn more:

https://generogrowth.com/

https://www.marketingscience.info/

https://www.linkedin.com/in/professorbyronsharp/