Byron Sharp

Byron Sharp

Ehrenberg-Bass Institute, Director

Byron Sharp is a Professor of Marketing Science at the University of South Australia and Director of the University’s Ehrenberg-Bass Institute – the world’s largest centre for research into marketing.  Prof Sharp is best known for his book, “How Brands Grow,” that describes scientific laws in marketing – real-world patterns that hold for many product categories, countries and over time.  These empirical laws do not fit with many old, but still fashionable, theories of marketing.  Instead they show that brand growth largely depends on mental and physical availability.  And that brand loyalty is also a function of mental and physical availability, not deep attachments

His first book How Brands Grow: what marketers don’t know has been called one of the most influential marketing books of the past decade (Warc, 2015) and was voted marketing book of the year by AdAge readers. In 2015 he published the follow-up How Brands Grow Part 2 with Professor Jenni Romaniuk. He has also written a textbook Marketing: Theory, Evidence, Practice which reflects modern knowledge about marketing and evidence-based thinking. The revised 2nd edition of the textbook was published in 2017.

Byron has co-hosted, with Professor Jerry Wind, two conferences at the Wharton Business School on the laws of advertising, and is on the editorial board of five journals. 


At DMX Dublin, Byron will discuss...

How Brands Grow

We stand on the cusp of a revolution in marketing... towards evidence-based marketing. This isn’t unusual — most other disciplines (like medicine) have moved this way... and gained enormously. But it means giving up some old theories.

In this presentation, Professor Byron Sharp, Director of the world-famous Ehrenberg-Bass Institute and author of international bestseller How Brands Grow will show you how old marketing theory can harm productivity, and can even destroy brands. He will present the evidence (decades of evidence)
that reveals why growth depends on penetration, and demonstrate why improving mental and physical availability for the masses leads to brand growth.

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