Byron Sharp - bonus material from MaM2

Byron Sharp of the Ehrenberg-Bass Institute answers the most common misunderstandings about his research in an interview recorded for the documentary Making a Marketer 2. The interviewer's questions are cut out, so you hear only Byron's answers. He explains why Ehrenberg-Bass doesn't deny differentiation, how his work differs from that of Les Binet and Peter Field, and why he dislikes terms like long-term and short-term marketing.

You'll learn why it is better to manage two assets, mental and physical availability, and how to set a budget for each. Byron explains why a 60:40 ratio makes no sense, why paying extra for more attention or less ad clutter doesn't pay off, and why loyalty programmes struggle to lift the loyalty people already have towards brands.