How Brands Grow

This book challenges traditional marketing theories by presenting evidence-based laws for brand growth.

It argues that brands should focus on increasing mental and physical availability rather than trying to establish intimate emotional connections or differentiate themselves substantively.

The authors, Byron Sharp and Jenni Romaniuk, use scientific analysis to show that effective marketing makes brand choice less cognitively onerous by building and refreshing memory structures and ensuring wide distribution networks and prominent in-store positioning.