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Summary

This audiobook provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

It is the first audiobook to present these laws in context and to explore their meaning and application. The most distinctive element to this audiobook is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

©2010 Byron Sharp (P)2014 Audible Inc.

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What listeners say about How Brands Grow

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    2 out of 5 stars
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More for established corporates, terrible reading

Maybe it's the robotic reader but man this book is hard work. Not suitable for audiobook with so many references to diagrams etc. I don't even think the content is useful in 2016.

4 people found this helpful

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Good book very poor narration

Unfortunately the very "automaton" narration detracts considerably from this audio book. I think the underlying book is quite good but overall I cannot recommend this audio book.

4 people found this helpful

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Very Hard to get into

This book is more for the number crunchers.. not really creative types hoping to grow their business,.. more for understanding the bigger companies. Also, the voice was very impersonal.. monotonous sounding, very easy to mentally switch off.

1 person found this helpful

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Robotic voice spoils it makes it hard to follow

The content is good but the robotic voice spoils it and makes it hard to follow. I would recommend getting the book.

1 person found this helpful

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Great scientific approach to Marketing

As someone who is cynical of the effectiveness of marketing, this book is brilliant for explaining/proving what does/does not work

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So unmemorable...

If you asked me to recount any of the information from this book, don't bother. Massively boring and nothing original.

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Excellent!

Excellent book and one of the best ones I've read/listened to in this matter. You'll consume it more than once!

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  • R
  • 19-05-20

Thought provoking. Audible may not be best medium

Brilliant content and thought provoking but requires a lot of referring to the downloadable PDF. Worth the read but may be better as a physical book to truly learn from.

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Absolutely amazing evidenced based marketing

Superb Marketing Manual that crushes the old untested marketing claims of the past! must read

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the facts

Still learning here, but it's good to have the data and facts in a world where bullshit rules.

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  • Mr W
  • 10-03-18

WARNING: "Empirical" Slight of Hand

Wow. This book is absolutely riddled with data slight of hand techniques. Take extreme caution before buying into any of these theories. I have spent almost 15 years working in a professional capacity with many of the brands cited within and have run well over a hundred research studies - and the author is incredibly manipulative with the way his conclusions are "empirically" drawn.

The pattern is as such:
1) Use data to force an extreme classification (e.g. classifying someone as "not loyal" to a brand if they deviate from it even once, instead of looking at, for instance, people that consume a brand consistently 90% of the time)

2) Make a sweeping suggestive claim about why (e.g. "this MIGHT be due to the fact that consumers see no difference between brands' positioning")

3) Translate #1 and #2 into a "Law" (e.g. "Thus, the Law of Inevitable Buyer Promiscuity")

...this pattern is repeated over and over.

Not only that, but he keeps oscillating between how the data is viewed and interpreted in order to force fit it into his theory, such as:

- Switching between percentages and means and comparing the two
- Comparing one statistic from a category to another analogous statistic from a completely different category (versus an 'apples to apples' comparison within a category)
- Subtly switching between an isolated data point (correlation) and a conclusion (causation), without there actually being an "empirical" link
- Reaching back to ancient datasets (if you look at the reference material, it toggles back and forth between the 1980's and mid-2000's) scraping for some numbers that can "empirically" fit his theories

It was infuriating to listen to as a professional who has seen the data AND the implications of proper research, insights, and brand strategy.

Again, definitely exercise a lot of caution in taking the suggestions within to heart. Not only does it marginalize and inaccurately portray the impact of branding and research, but the methodologies and strategies he discredits are only getting wildly more applicable with the micro-targeting abilities afforded to marketers through emerging online techniques.

Good luck.

14 people found this helpful

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  • Amazon Customer
  • 19-08-18

Revolutionary

It will turn inside out your mind regarding sales and marketing. It’s all about truths of science.

2 people found this helpful

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    5 out of 5 stars
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  • Splento - Product Photography & Videography
  • 10-03-18

Not your usual book on branding and positioning

A very contrarian approach to many commonly held views. Not ideal as an audio book, because it refers to a lot of charts and graphs, but the content is great.

Roman
Splento.com

2 people found this helpful

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  • Henri Lellouche
  • 18-01-16

Great content - robotic speaker

Would you say that listening to this book was time well-spent? Why or why not?

I found the content to be really interesting and thought provoking. Really made me rethink my approach to my business.

What did you like best about this story?

Confirmation that advertisers need to talk to all customers: loyals, switchers, competitive loyals and even non-category users!

Would you be willing to try another one of Daniel May’s performances?

No - his reading was awful. Actually sounded like a machine-voiced performance. The author should have done this - I saw his Ted talk and his voice was just fine.

If this book were a movie would you go see it?

N/A

Any additional comments?

Better packaging of the downloadable PDF when buying the book would have been smart. I had to hunt for it after I had already begun listening to the book.

2 people found this helpful

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  • Nami87
  • 03-05-16

Performance was Robotic

the performance kind of ruined this book for me. There Re a lot of interesting insights but I couldn't grasp them because I was being put to sleep by the reader.

1 person found this helpful

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  • Samer Forzley
  • 30-12-14

Painful

Quite painful to get through, very negative gloom and doom without actionable solution, big brand focused, no need to print charts mentioned

4 people found this helpful

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  • Jean-Clair
  • 09-12-21

Lots of numbers dificult to follow

Lots of numbers dificult to follow. Most valuable information is at the end. i wish it was the whole book.

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  • Shane Foster
  • 13-08-20

Snooze fest with "theories". Nothing practical

This was absolutely excruciating to listen to. Random stats and conclusions are thrown out to convince the lister of the author's intelligence. This honestly felt like a college text book, nothing praticical for real world implementation.

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  • Karen
  • 13-11-17

A Must “Listen” for Marketers

I️ just re-listened to this book. I️t is even better the second time. This should be mandatory reading for anyone who is in marketing or sales.

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  • Amazon Customer
  • 09-11-17

Great content, boring reader

Every marketer should read this book. If you are considering it, read a physical copy. The narrator is brutal and you need the charts.