Byron Sharp’s book “How Brands Grow, What Marketers don’t know” had a significant impact on marketers globally. But what are the implications of his findings and recommendations on media strategy and planning? How can media agencies help their client’s brands grow based on Professor Sharp’s insights? Find out here in Media Minutes.
DARREN: Welcome to Media Minutes. I am Darren Woolley STEPHEN: And I am Stephen Wright DARREN: In the next few minutes we will share with you our view on (Stops). What are you reading Stephen? STEPHEN: Professor Byron Sharp’s book “How brands grow. What marketers don’t know”. DARREN: Stephen, I know the book, the questions is why are you reading it? STEPHEN: It is one of those business bestsellers that has fast become an absolute must-read for marketers. It has done more to shake up the world of brand marketing than anything else created or published this century. DARREN: Yes, I know that. But Stephen, you are mainly reading about media. STEPHEN: Well Darren, this book is full of evidence-based facts for unlocking growth through brand marketing. DARREN: And? STEPHEN: Well, look here. Under Professor Sharp’s 7 evidence-led rules, there are three that are just need media to make it happen. DARREN: Really. I thought it was more about busting some of the marketing myths that are sometimes still peddled today. STEPHEN: Like consumers want ‘relationships’ with brands, or that brands should seek to create ‘meaning’ in consumers’ lives? DARREN: Exactly. STEPHEN: Or that believing in brand loyalty is nothing more than just wishful thinking. DARREN: Yes, but what are the media insights? STEPHEN: The biggest insight for media is that when you look at the evidence, there is no reason to complicate your marketing life with targeting and segmenting customers, whether based on lifestyle, category usage or brand loyalty. DARREN: Well that does make media planning easier. STEPHEN: Well he does recommend you should continuously reach all buyers of the category. In today’s fragmented media world, that means finding ways to be always present for the broadest audiences without burning the media budget. DARREN: Very true, Stephen. STEPHEN: Plus, he recommends refresh and build memory structures. That means media agencies must find media environments and context that helps build and refresh consumer memory structures. DARREN: Sounds like a media planning challenge. STEPHEN: And he says be consistent. Look for ways to provide consistency, while at the same time devising media opportunities that keep the brand fresh and interesting. DARREN: Fascinating, Stephen. You got all that from reading his first book? STEPHEN: His first book? DARREN: Yes, here is Volume Two. Happy reading. STEPHEN: Thanks, Darren. DARREN: Thank you Stephen. And make sure you subscribe to Media Minutes. A weekly snack on all things media. Until then. I’m Darren Woolley, and he’s STEPHEN: Stephen Wright TOGETHER: And this is Media Minutes.