In the evolving landscape of marketing, understanding the true drivers of brand growth is essential for professionals seeking sustainable success. Byron Sharp's work challenges conventional marketing wisdom, offering evidence-based insights into how brands actually grow rather than how marketers often believe they do. The book presents a fresh perspective grounded in empirical data, encouraging marketers to rethink strategies centered on loyalty and segmentation in favor of broader market reach and mental availability.

• Brand growth is primarily driven by increasing market penetration, not just customer loyalty.
• Most brands grow by acquiring more light and...
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