First published in 2010, Byron Sharp’s seminal book, How Brands Grow has become a marketeer’s bible. In it, Sharp used empirical research conducted at the Ehrenberg-Bass Institute for Marketing Science to challenge widely held industry beliefs about marketing effectiveness. In this article, Mark Knight, the founder of Major Labl Artist Club considers how Sharp’s principles of brand growth could equally be applied to band and artist growth and questions why the music industry has been so slow to adopt his learnings…
Byron Sharp had several key findings about how brands generally grow. These are:
