Added by on 2014-10-05

TEDxAdelaide - Byron Sharp - The Science of Marketing

Interesting in marketing? Byron Sharp draws on years of research at the University of South Australia and his marketing knowledge to answer questions and dis…
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15 Comments

  • Angus Jenkinson 6 years ago

    I buy into the mechanics and availability dynamics of double jeopardy, and
    the general proposition that brands rarely if ever have the emotional power
    of either cults or loved ones like children. But the argument is bolstered
    by non-scientific shibboleths about the past (just what is criticized) and
    an extreme polarization of argument. In discussing Apple it does not take
    into account network effects and lock-in (except when suiting the
    argument).

  • Armando Maria Corsi 6 years ago

    that comes from the book “How Brands Grow”

  • stan van den Broek 6 years ago

    Market share is not the driver, but the result. The big question off course
    how to get that many people buy you once or more often.

  • ProfByronSharp 6 years ago

    The research on advocacy and cross purchase says the same thing – market
    share is the dominant driver, bigger brands get more. PS what do you mean
    by “linear” loyalty?

  • chrissy burke 6 years ago

    This mans views on marketing are not accurate. Only 1% of brands are truly
    loved, e.g. if you are thirsty and have £1.20 in your pocket and looking a
    drink do you purchase the 20p cola or £1.19 Coke? e.g. someone earning
    £12,000 a year purchasing a £600+ iPhone, then an iPad £400+ and then a mac
    book £1,000+. 80% of apples customers may only buy one of these products.
    with such large margins on profit and good marketing however apple today
    are making more profit than any other mobile manufacture

  • smallbusinesshelp100 6 years ago

    Interesting… if that 1.20 has got to last me 2 days then I will buy the
    .20 cola…. If I have more money available in the very short term I buy
    the coke…. :)

  • ProfByronSharp 6 years ago

    No you misunderstand. The scientific laws say that all brands enjoy some
    loyalty, but little more than their rivals, and no more than a competitor
    of equal market share. Apple has won more loyal customers not wrung more
    loyalty from existing customers.

  • Anando Bheetrag 6 years ago

    Very interesting!!

  • Sodaoat 6 years ago

    Referencing the Dell, Apple HP, Gateway slide, there are two issues here:
    1. Loyalty defined simply as linear and subsequent repeat purchase 2. Brand
    e.g. Apple, selectively interchanged with product e.g. Apple Mac Which
    would be all well and good in the medieval marketing scenario you painted
    at the beginning of the presentation, however in this day and age there is
    surely a significant value in loyalty during the ownership period – e.g.
    cross purchase and advocacy.

  • Cathy Nguyen 6 years ago

    I’ve seen some very insightful stuff from the Ehrenberg-Bass Institute over
    the years, and their research seems to be getting better and better.

  • Ryan Toth 6 years ago

    Missing the point, this talk isn’t stating that their “isn’t” marketing
    loyalty occurring, just that efforts are better spent elsewhere. Like
    mental and physical salience.

  • kathclaire 6 years ago

    I last saw Byron present at UniSA for the launch of his book ‘How Brands
    Grow’. He’s always good but its nice to hear him talk about ‘sciencey’
    stuff.

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  • Douglas Kleeman 6 years ago
  • Calin Biris 6 years ago

    “marketing it’s a constant, on-going, battle for attention (not love).”