{"id":65134,"date":"2022-04-13T13:54:00","date_gmt":"2022-04-13T17:54:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=65134"},"modified":"2022-04-25T10:42:15","modified_gmt":"2022-04-25T14:42:15","slug":"how-brands-grow-byron-sharp","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/","title":{"rendered":"How Brands Grow: Byron Sharp&#8217;s 3 Rules of Marketing"},"content":{"rendered":"\n<p>What does <em>How Brands Grow<\/em> by Byron Sharp explain about marketing? What are the main takeaways from the book?<\/p>\n\n\n\n<p>Marketing professor Byron Sharp&#8217;s book <em>How Brands Grow<\/em> says that while many people consider mass marketing to be &#8220;dead,&#8221; it&#8217;s actually more effective than modern marketing used today. To support this claim, Sharp creates three rules that every marketer should follow if they want their business to reach a wider audience.<\/p>\n\n\n\n<p>Continue reading to learn more about Byron Sharp&#8217;s three rules of marketing in <em>How Brands Grow<\/em>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-byron-sharp-s-rules-of-marketing\">Byron Sharp&#8217;s Rules of Marketing<\/h2>\n\n\n\n<p>Everything you know about marketing may be wrong. In <em>How Brands Grow<\/em>, Byron Sharp argues that <strong>many of the marketing principles commonly taught in business schools are unsubstantiated myths.<\/strong> By examining the real-world data that indicates which <a href=\"https:\/\/www.shortform.com\/blog\/advertising-techniques-examples\/\">marketing techniques<\/a> succeed and which fail, Sharp claims to have discovered a new set of empirical rules that directly contradict the widely-held \u201ccommon sense\u201d <a href=\"https:\/\/www.shortform.com\/blog\/basic-principles-of-marketing\/\">principles of marketing<\/a>.<\/p>\n\n\n\n<p>According to Sharp, most modern marketers believe you should:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Work to retain your existing customers instead of seeking new customers.<\/li><li>Tailor your marketing to the niche target market that\u2019s most likely to buy your product.<\/li><li>Give your customers a reason to choose you over your competitors by communicating to them how your brand is different and better.<\/li><\/ul>\n\n\n\n<p>However, Sharp asserts that you should do the opposite\u2014we\u2019ve consolidated his advice into these three rules:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Focus on constantly attracting new customers instead of establishing a core group of loyal fans.<\/li><li>Market to as many different demographics as possible\u2014ideally, the whole human race.<\/li><li>Focus on making your brand memorable instead of unique.<\/li><\/ol>\n\n\n\n<p>In short, Sharp argues that <em>mass marketing<\/em>\u2014basic messaging about your brand for a general audience\u2014is still the most effective way to grow, despite many marketing professionals declaring it \u201cdead.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-rule-1-market-to-new-customers-never-to-existing-customers\"><strong>Rule #1: Market to New Customers, Never to Existing Customers<\/strong><\/h3>\n\n\n\n<p>Modern marketers often profess that it costs less to keep your existing customers than to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-get-customers-for-a-new-business\/\">attract new customers<\/a>. However, in <em>How Brands Grow<\/em>, Byron Sharp explains that they believe this because it makes intuitive sense: If someone bought from your brand already, they\u2019re more likely to buy from you again\u2014they\u2019re \u201cyour customer.\u201d&nbsp;<\/p>\n\n\n\n<p>Following this logic, your marketing is supposedly more effective on existing customers who are predisposed to spend a lot of money on your brand. For example, marketers may assume that it takes only one advertisement to convince an existing customer to purchase again, but five advertisements to convince a new customer to make a purchase. This makes the new customer five times more expensive to acquire.<\/p>\n\n\n\n<p>However, Sharp insists that the data tells a different story: Marketing to existing customers is much less profitable than marketing to new customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rule #2: Market to Everyone, Never to a Specific Demographic<\/strong><\/h3>\n\n\n\n<p>With Rule #1, we established that marketers profit the most from <em>acquiring new customers<\/em> instead of trying to make their existing customers more loyal. With Rule #2, we see how most marketers fail to optimally market to new customers.<\/p>\n\n\n\n<p>Sharp states that when modern marketers try to acquire new customers, they typically identify a target demographic and tailor their marketing toward it. Sharp challenges this strategy, asserting that in most cases, <strong>it\u2019s virtually impossible to boost your sales by tailoring your marketing to a specific demographic. <\/strong>On the contrary, targeting a niche is more likely to limit your reach, which is stated in <em>How Brands Grow<\/em>. Byron Sharp says that you should <strong>market to as many demographics as possible<\/strong> <strong>instead<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rule #3: Market to Be Memorable, Not Unique<\/strong><\/h3>\n\n\n\n<p>If it\u2019s impossible to find success by marketing to existing buyers or other specific demographics of consumers, what <em>can<\/em> marketers do to be more successful than their competitors? <\/p>\n\n\n\n<p>According to <em>How Brands Grow<\/em>, Byron Sharp says that <strong>targeted <a href=\"https:\/\/www.shortform.com\/blog\/bad-marketing\/\">marketing fails<\/a> because consumers don\u2019t care enough about branding for it to impact their <a href=\"https:\/\/www.shortform.com\/blog\/buying-decisions\/\">purchasing decisions<\/a>. <\/strong>Customer surveys reveal that consumers typically perceive all brands in a category to be roughly interchangeable\u2014when the differences between brands are slight, consumers fail to see differences at all. This is especially true for the intangible features of a brand: Only a small fraction of consumers ever think about a brand\u2019s image or personality. Even if they do describe a brand as more \u201ctrendy\u201c or \u201cwholesome\u201c than its competitors in surveys, they frequently change their opinions if interviewed later.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Increase Your Presence With Memorable Branding<\/strong><\/h4>\n\n\n\n<p>Because consumers only think about a select few brands when deciding which to purchase, Sharp claims that <strong>the most effective way to market your brand is to increase the likelihood that consumers will think about it.<\/strong><\/p>\n\n\n\n<p>There are three main techniques to influence consumers to remember your brand, which are proposed in <em>How Brands Grow<\/em>. Byron Sharp emphasizes that these techniques contradict the modern marketing ideology that is taught in business schools.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Advertise regularly to create brand memories.<\/li><li>Create recognizable brand assets and keep them consistent.<\/li><li>Expand your brand\u2019s reach to increase its visibility.<\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"<p>What does How Brands Grow by Byron Sharp explain about marketing? What are the main takeaways from the book? Marketing professor Byron Sharp&#8217;s book How Brands Grow says that while many people consider mass marketing to be &#8220;dead,&#8221; it&#8217;s actually more effective than modern marketing used today. To support this claim, Sharp creates three rules that every marketer should follow if they want their business to reach a wider audience. Continue reading to learn more about Byron Sharp&#8217;s three rules of marketing in How Brands Grow.<\/p>\n","protected":false},"author":14,"featured_media":29480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,45,104],"tags":[608],"class_list":["post-65134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-books","category-business","category-marketing","tag-how-brands-grow","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Brands Grow: Byron Sharp&#039;s 3 Rules of Marketing - Shortform Books<\/title>\n<meta name=\"description\" content=\"In How Brands Grow, Byron Sharp describes how to successfully market to all demographics. 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Here&#039;s his advice consolidated into three rules.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-13T17:54:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-25T14:42:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/online-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"968\" \/>\n\t<meta property=\"og:image:height\" content=\"644\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Katie Doll\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Katie Doll\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/\"},\"author\":{\"name\":\"Katie Doll\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/c3e1b539e89423b544ede91ab2bff937\"},\"headline\":\"How Brands Grow: Byron Sharp&#8217;s 3 Rules of Marketing\",\"datePublished\":\"2022-04-13T17:54:00+00:00\",\"dateModified\":\"2022-04-25T14:42:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/\"},\"wordCount\":839,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/online-marketing.jpg\",\"keywords\":[\"How Brands Grow\"],\"articleSection\":[\"Books\",\"Business\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/\",\"name\":\"How Brands Grow: Byron Sharp's 3 Rules of Marketing - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-brands-grow-byron-sharp\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/online-marketing.jpg\",\"datePublished\":\"2022-04-13T17:54:00+00:00\",\"dateModified\":\"2022-04-25T14:42:15+00:00\",\"description\":\"In How Brands Grow, Byron Sharp describes how to successfully market to all demographics. 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