# How Brands Grow: What Marketers Don’t Know

- Link: https://fundraising.co.uk/books/how-brands-grow-what-marketers-dont-know/
- Published: 2010-04-12T09:16:00+01:00
- Author: Howard Lake

**A landmark work of marketing science that challenges decades of received wisdom—
and offers evidence-based principles that every fundraiser and charity marketer 
should know.**

_How Brands Grow_ 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 programmes really affect 
loyalty, it presents decades of research in a style written for professionals who
want to grow their organisations. It is the first book to present these laws in 
context and to explore their meaning and application.

The most distinctive element of this book is that the laws presented are tried and
tested; they have been found to hold across varied conditions, time periods and 
countries. This stands in stark contrast to much conventional marketing theory, 
which the evidence here suggests is far from soundly based.

For fundraisers and charity leaders, the implications are significant. The same 
patterns of buyer behaviour that apply to commercial brands apply equally to charities
competing for attention and donations. Understanding how people really make decisions
to give, and what actually drives growth in supporter bases, is essential reading
for anyone serious about sustainable income growth.

## About Byron Sharp

Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing
Science at the University of South Australia — the world’s largest centre for research
into marketing. The Institute’s fundamental research is used and financially supported
by many of the world’s leading corporations, including Coca-Cola, Kraft, Kellogg’s,
British Airways, Procter & Gamble and Mars. Professor Sharp has published over 100
academic papers and is on the editorial board of five journals.

## **Reviews**

“A wonderful stimulant, a fascinating corrective to our tendency to follow fashion
and let received wisdom go unchallenged.”
**MarketingWeek**

“Highly practical … includes many groundbreaking ideas.”
**CHOICE**

“Marketers need to move beyond the psycho-babble and read this book … or be left
hopelessly behind.”
**Joseph Tripodi, Chief Marketing Officer, The Coca-Cola Company**

“Until every marketer applies these learnings, there will be a competitive advantage
for those who do.”
**Mitch Barnes, The Nielsen Company**

“A scientific journey that reveals and explains with great rigour the Laws of Growth.”
**
Bruce McColl, Chief Marketing Officer, Mars Incorporated**

“This book should be required reading on any marketing course.”
**Colin McDonald,
author of _Tracking Advertising & Monitoring Brands_**

Voted AdAge’s Most-Recommended Marketing Book of the Summer 2013.

 * **Read [How Brands Grow Part 2 ](https://fundraising.co.uk/books/how-brands-grow-what-marketers-dont-know/)(
   December 2021)**