Marketing "voodoo" says we should focus on our most loyal fans. Evidence says otherwise. In How Brands Grow: Part 2
The central thesis remains consistent: brands grow by increasing (the number of people who buy the brand) rather than focusing on "loyalty" or "retention". Growth is primarily driven by capturing light buyers —those who buy from the category only once or twice a year—rather than trying to squeeze more value out of heavy, loyal users. Key Pillars of Market Dominance
They offer free articles, research summaries, and video explainers detailing their marketing laws.
The central thesis of the Ehrenberg-Bass Institute's research remains unchanged in Part 2: brands grow by expanding their market share, which is achieved primarily by increasing mental and physical availability. how brands grow part 2 pdf free
The authors presented new research and case studies on:
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Offering formats, packaging sizes, and variants that match the specific buying needs of different channels (e.g., travel sizes for airports vs. bulk sizes for wholesale clubs). Marketing "voodoo" says we should focus on our
, Jenni Romaniuk and Byron Sharp double down on the laws of evidence-based marketing. Here are the 3 biggest shifts every marketer needs to make: Prioritize Acquisition, Not Just Loyalty
If you are a student or alumni of a university, your library likely has a subscription to ProQuest, EBSCOhost, or similar academic databases. You can often download the chapters legally through your institution’s portal.
The first book by Byron Sharp focused heavily on fast-moving consumer goods (FMCG) like sodas and soaps. How Brands Grow: Part 2 expands this evidence-based research to new horizons. It proves that the laws of marketing apply universally across: (banking, insurance, utilities) Business-to-Business (B2B) markets Emerging markets (China, India, Brazil) Luxury and online brands Growth is primarily driven by capturing light buyers
Prominent marketing platforms provide detailed chapter-by-chapter breakdowns of the book's frameworks. These text and video summaries offer actionable insights into mental and physical availability without requiring a full purchase. Share public link
The book proves that your customer base is largely composed of light, occasional buyers. Heavy buyers already buy as much as they can.
While the first book focused largely on fast-moving consumer goods (FMCG), How Brands Grow Part 2 takes these foundational laws and proves they apply across a much wider variety of business landscapes.