Provocateur
07/06/10 04:09
Rupert Murdoch’s The Australian newspaper interviews Byron about the book “How Brands Grow”. Read More...
Kraft tries to discourage its marketers from swimming upstream
26/05/10 04:01
A Kraft study confirmed one of the laws of growth presented in How Brands Grow, while the majority of Kraft brand plans run counter to the law Read More...
Back in Stock
25/05/10 04:07
My book is back in stock in the UK, selling in a number of places including Amazon UK. Still sold out in the USA, but stocks are arriving soon.
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Customisation, is not the ultimate form of target marketing
24/04/10 19:33
Brands compete largely as mass marketers, textbooks are being dumb when they cite examples of customisation as “the ultimate form of target marketing”. Read More...
Sold Out
13/04/10 12:40
How Brands Grow sold out, but Oxford University Press have printed more. Read More...
Do viewers pay less attention to emotive advertising, and does it matter?
21/12/09 04:49
For advertising to work consumers have to notice it. And the more processing they do the better, though for an awful lot of advertising very little processing is needed – it’s only advertising after all, the message is very simple, and this is particularly true for emotion oriented advertising – whereas persuasive, information oriented advertising suffers from the requirement to gain a degree of processing including rational conscious processing.
In the latest issue of the Journal of Advertising Research there is a characteristically interesting article by Robert Heath (with colleagues Agnes Nairn and Paul Bottomley). It somewhat controversially shows that viewers pay slightly less, not more, ‘attention’ to emotion oriented (as opposed to rational persuasion oriented) TV commercials. The authors (who are huge fans of emotion-oriented advertising) speculate that perhaps emotion oriented ads work by inducing less rational thinking and hence stimulate fewer counter arguments – I think such an effect would be trivial, there is a much more simple plausible explanation of how and why emotion oriented ads work. Read More...
In the latest issue of the Journal of Advertising Research there is a characteristically interesting article by Robert Heath (with colleagues Agnes Nairn and Paul Bottomley). It somewhat controversially shows that viewers pay slightly less, not more, ‘attention’ to emotion oriented (as opposed to rational persuasion oriented) TV commercials. The authors (who are huge fans of emotion-oriented advertising) speculate that perhaps emotion oriented ads work by inducing less rational thinking and hence stimulate fewer counter arguments – I think such an effect would be trivial, there is a much more simple plausible explanation of how and why emotion oriented ads work. Read More...
Detroit does not have a retention problem
28/10/09 16:16
Myths continue to abound that US car brands have suffered a collapse in loyalty. Read More...
Reasons not to buy
10/08/09 14:06
It's very difficult to get consumers to notice your brand, when you succeed consumers reward you with a degree of loyalty (largely due to habit and inertia), but you can ruin this if they see a reason not to buy. Read More...
Do different awareness metrics measure the same thing ?
10/08/09 14:03
Different awareness measures measure (somewhat) different things, even if they are all loosely related to the brand's overall salience (and market share). Read More...
US Brands lost half their customers last year - more misleading metrics
10/08/09 13:52
Ad Age reported a study showing that US packaged goods brands typically lost more than half of their loyal users last year. Oh no! The sky is falling...next year we'll have no loyal customers left at all!
The brands haven't lost most of their loyal customers, the results are simply due to normal random fluctuations in buying, i.e. sampling (in time) variation - something any analyst should be aware of. Nothing real or unusual is going on here. Read More...
The brands haven't lost most of their loyal customers, the results are simply due to normal random fluctuations in buying, i.e. sampling (in time) variation - something any analyst should be aware of. Nothing real or unusual is going on here. Read More...
What's wrong with loyalty ladders
10/08/09 13:48
Loyalty ladders distract marketers from the real issue which is how to grow penetration (reach all sorts of category buyers).
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Where do Private Labels win their share from ?
06/11/08 00:38
Looking at share gains and losses will give you an incorrect view of who competes with whom. Read More...
Double Jeopardy law - Ehrenberg video
28/10/08 22:20
Hear Professor Andrew Ehrenberg describe the Double Jeopardy law in his own words.
This video was recorded in the late 1990s at London South Bank University, at what was to become the Ehrenberg Centre. Read More...
This video was recorded in the late 1990s at London South Bank University, at what was to become the Ehrenberg Centre. Read More...
Book Review: “The 22 Immutable Laws of Marketing - Violate Them At Your Own Risk!” by Al Ries and Jack Trout
28/10/08 21:57
There are a few other books that claim to present scientific laws concerning buying behaviour or marketing. Ries & Trout’s is the most famous, unfortunately it contains no laws. Read More...
