How Brands Grow epub ↠ Part 2 Emerging Markets read ´ jenni romaniuk

kindle ¶ Part 2 Emerging Markets á Jenni Romaniuk

Following the success of international bestseller How Brands Grow What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter evidence based marketing How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp is about fundamentals of buying behaviour and brand performance fundamentals that provide a consistent roadmap for brand growth and improved marketing productivity Ride the next wave of marketing knowledg Both of the How Brands Grow books are must reads for any modern marketer They are filled with solid examples showing what works and how brands exist and interact with the consumer Even better the examples span the world comparing a wide range of established and emerging marketsMost important the chapters reveal the flaws many of the enthusiastic theories of brand growth Marketing is far too often caught up in a fad like brand love or consumer engagement And while marketers get promoted for telling their superiors they've embraced the fads the companies they work for suffer damageThe reader should also be ready My experience had already shown me common sense support for what the book reveals But for others perhaps steeped in the fads the book may be challenging and irritating I have friends it so thoroughly surprised it took them time to embrace what is saidThere is also care reuired in reading this book It is all about brand and heavily salted with examples from consumables like soft drinks and services like banking There are few hard product examples a couple of automotive and technology but not many But getting into the details of these weaknesses too much would undermine the absolute about this book that it's an ABSOLUTE MUST READ for any marketer

book How Brands Grow

How Brands Grow Part 2 Emerging Markets Services Durables New and Luxury BrandsDence that will challenge conventional wisdom about growing brands in these markets If you've ever wondered if word of mouth hasimpact in China if luxury brands break all the rules of marketing or if online shoppers areloyal to brands or retailers this book is for youIf you read and loved How Brands Grow it's time to move to the next level of marketing And if you haven't get ready this book will change the way you think about marketing forever How Brands Grow Part 1 was a brilliant milestone publication that changed how many of us look at marketing Treating consumer buying behavior as probabilistic rather than deterministic and looking at marketing using data based analysis backed by underlying fundamental theory has been both highly influential and very useful I therefore had very high expectations for this follow up However I was ultimately just a little disappointed There is nothing wrong with the book per se and if you haven't read the first one I would jump straight to this edition as it covers most of the key insights and expands on important topics such as mental and physical availability But I thought it could and should have have expanded on those original ideas to a greater degree I felt that it also badly missed examples of how strategically applying these principles delivers results in marketFrom a technical perspective the section on mental availability does start to dig into the science of memory but I thought it could have gone much deeper For example I would have liked to see discussion around how the practical bottleneck in memory lies in retrieval rather than in encoding Humans have plenty of space for memory encoding but for the practical purposes of 'mental availability' the challenge is to have those memories activate at the time and place when they are relevant to our brands Acknowledge that it opens up all sorts of opportunities to tap into the science of memory especially leveraging context priming co encoding and cuing to create mental availability at the time and place where it really counts I would also liked to have seen around how mental availability is impacted by competitive marketing as what memories spring to mind first are very dependent on how competitors are soaking the market Along with memory I think there was room for a lot discussion around prototype theory which can have a big impact on how memories are encoded categorized and retrievedAt a practical level I would also liked to have seen discussion around some common debates the first book triggered around potentialy atypical categories For example how closed networks habits and situations where switching costs are high learning curves accessories lock and key personal branding impact seuential repeat buying I was pleased to see luxury brands discussed but it was only very briefly at the end of the bookThis doesn't in any way detract from the value and impact of the original book which I would give a heartfelt 5 stars for it's insights into fundamental probabilistic buying behavior But for me that created very high expectations especially with respect to tapping into psychology related science to uncover rules or laws that can be applied to marketing This book does move the proverbial peanut down the road a little but not as much as I'd hoped

Jenni Romaniuk á Emerging Markets text

How Brands Grow epub ↠ Part 2 Emerging Markets read ´ jenni romaniuk Ç [PDF / Epub] ✅ How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands By Jenni Romaniuk – Following the success of international bestseller How Brands Grow What MarketerE with insights such as how to build Mental Availability metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers This book is also a must read for marketers working in emerging markets services durables and luxury categories with evi How Brands Grow part 2 is a must read for all those interested in understanding what makes the difference between big successful brands and small brandsThis new book brings all the insights of 'How Brands Grow what marketers don't know' to the next level providing practical examples on how to measure mental availability distinctive assets and physical availability Additionally it also provides plenty of data points on emerging markets very useful and relevant to demonstrate that the laws of growth hold true also in less developed often fast growing marketsI found 'how brands grow part 2' as inspiring as the former and possibly even better in providing guidance about implementing the laws of growth in real business life