This is a free excerpt from the AdNews April issue. To read the whole feature download a digital version of AdNews or subscribe to the premium print edition here.
“The revolution is happening,” said Professor Byron Sharp of the Ehrenberg Bass Institute and author of best-selling 2010 marketing book How brands Grow. Sharp is the purveyor of the scientific and empirical side of marketing - the voice of marketing science.
The general premise of How Brands Grow is that marketing - like other disciplines such as engineering or architecture - is governed by a set of immovable laws. The book’s popularity is gaining momentum as there isn't a CMO without it on their bookshelf.
“Marketers like to say there can be no laws concerned with marketing … research has shown this is utter nonsense,” Sharp stated in the opening chapter. His goal is to “shake off the superstition and unfounded speculation that today passes for marketing theory”.
No one can argue with that, and no marketer, media exec or academic AdNews spoke to about it could object to the idea of increasing the rigour of the discipline.
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