Byron Sharp

How Brands Grow by Byron Sharpe
#Limitations

• The book is loaded with counterintuitive operational definitions, hasty generalizations, poor samples, missing evidence, and strange thresholds of significance
• From Felipe Thomaz
  • The Ehrenberg-Bass Institute for Marketing Science model is “of limited use, because it tells us nothing about how to achieve market share, or change market share. It literally just says, ‘The bigger you are, the better off you are’... The original model requires stationary markets … It requires that your market share is not changing, and it requires that the products are undifferentiated"
  • Due to a lack of peer review, “academia hasn't paid attention to it in the least”
  • “Concepts … like ‘mental availability’ don't feature in academic theory, at least at the highest levels (within) journals that have the strictest peer review requirements”.
• From Zoe Scaman:
  • "Sharp's framework treats markets as static, mechanical systems rather than dynamic, adaptive networks. But real markets evolve, thrive on complexity, and create value in unexpected ways"

Using Patterns in Image Data to Determine Brand Positioning