How Brands Grow Part Two Book Review
“How Brands Grow – Essential reading for marketers and researchers alike”
About The Authors – Jenni Romaniuk and Byron Sharp
Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word-of-mouth, and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute, she has advised many of the world’s biggest brands.
Outline Of The Book
The book challenges the consumer to consider errors that arise fundamentally in marketing. If you have read the first book, you will find that the first few chapters repeat and reuse points that are noticeable throughout. For some, the book could be seen as not living up to the first; there are parts of the book which offer new levels of insights and thought processes for brands to explore.
“Jenni Romaniuk and Byron Sharp are back with a How Brands Grow part 2”
The revised edition includes updates to all chapters, new research on Physical Availability and Luxury Brands, and the addition of a new chapter “Getting down to Business-to-Business Markets”.
Key Points:
Making Yourself Available
The ability for your business to be easily accessible, physically and for communications, means consumers will see you more, allowing you to win more buyers and grow as a business.
Brands need to be associated with the market and often seen so that consumers think of them when making a purchase decision. Standing out from the crowd is a great way to deliver your brand persona to the target audience. Playing on emotions can be a great way of doing this.
Being accessible is key to keeping the consumer happy. If your product or service isn’t prevalent in a store or through online purchases, the likelihood of success is slim. Evaluate where you and your competitors succeed the most and put time and effort into coming up with a successful strategy to become THE product or service.
Key Learnings
- Growth comes from increasing mental and physical availability in all buying situations.
- Distinctive brand assets (logos, colours, slogans) drive recognition and memory.
- Excessive loyalty focus limits scale; penetration fuels growth.
- Light buyers matter more than heavy buyers.
- Consistency builds long-term brand strength.
Research means Results
Most brand research is ineffective. In order to succeed, you need a trusted research partner to produce actionable insights that can shape your brand strategy, which contributes to the growth of your business. Measuring key performance indicators such as the distinctiveness of your business, the needs of your market and the emotion in which your consumers feel towards you and your competitors.
Overall thoughts
In short, the book gives you a good indication of growing a brand isn’t as complicated as you would believe, but the book doesn’t give you the how, and trusting brands with proven track records is still the most effective way to understand the whole market. I believe the importance lies within unlocking the secrets to your consumers needs and tailoring your strategy to fuel the growth of your business.
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