In their eyes, activation events bring in a large portion of your profits, but only if you’ve already built up your brand image over a long period of time. Many marketing theorists describe promotional discounts as a short-term “activation” strategy for brands to use in conjunction with other long-term “brand-building” strategies like advertising and social media presence. Finally, we’ll update Sharp’s theories in light of the most recent marketing developments and trends, including personalized advertising, social media engagement, and the renaissance of the subscription business model. In addition, we’ll contrast Sharp’s theories with those of marketing experts who argue against his contrarian stance, such as Al Ries and Jack Trout ( Positioning) and Seth Godin ( Purple Cow). Furthermore, we’ll define what Sharp believes to be the optimal strategy to market any brand. In this guide, we’ll explore what Sharp believes most marketers get wrong about where a brand’s profits come from and the psychology behind consumers’ purchasing decisions. By examining the real-world data that indicates which marketing techniques succeed and which fail, Sharp claims to have discovered a new set of empirical rules that directly contradict the widely-held “common sense” principles of marketing. What if everything you knew about marketing was wrong? In How Brands Grow, marketing professor Byron Sharp argues that many of the marketing principles commonly taught in business schools are unsubstantiated myths.
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