43. How Do Brands Really Grow: The Man, The Myth, The Marketing Scientist

 

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Professor Byron Sharp is one of the most influential voices in modern marketing, known for debunking industry myths and reshaping how we think about brand growth.

As Director of the Ehrenberg-Bass Institute and author of How Brands Grow, he has transformed our understanding of consumer behaviour, brand growth and advertising.

In this episode, we explore the man behind the marketing science; his journey from academia to the real world of marketing, revealing the insights that have transformed his understanding of consumer behaviour and brand dynamics. 

He shares his views on AI, branding, and why open-mindedness and scepticism matter. 

We also challenge him to a game of True or False on some of the most debated marketing theories. 

If you’ve ever questioned what really drives brand success, this one’s for you.

 

Key Topics: 

  • Behind the marketing scientist – Professor Byron Sharp’s journey from academia to influencing global brands

  • Debunking Marketing Myths - we challenge Byron to a game of True or False

  • Branding Bullsh*t - his biggest bug bear in branding/marketing 

  • AI in branding – Byron’s take on whether technology is helping or misleading marketers

  • Open-mindedness vs scepticism – why both are essential in marketing (and life)

  • Future Trends 



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