Ged Carroll

How brands grow part 2

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Reading Time: 2 minutes

I’ve been re-reading How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp. Part 1 is well known. It is the go-to bible for consumer marketers written by Sharp.

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How Brands Grow Part 2 by Romaniuk and Sharp

In part 2 Sharp and Romaniuk looked at business-to-business marketing, luxury marketing and influencer marketing. The things that I found particularly interesting in part 2:

Regardless of your marketing area both part 1 and part 2 will help you to be a better marketer. What immediately becomes apparent is that empirical research done by Sharp and company outlined in part 1 and part 2 are best viewed selectively.

Fads become orthodoxy in the face of empirical evidence to the contrary. A classic example would be the headlong dash into digital regardless of its role in the marketing mix.

It would be great if these books were paid attention to as well as read by marketers.