FEATURE27 April 2016

Byron Sharp in seven

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Asia Pacific Behavioural economics Features Impact Trends

Byron Sharp, director of the Ehrenberg-Bass Institute, University of South Australia, is a champion of evidence-based marketing. His latest book is a follow- up to How Brands Grow: What Marketers Don’t Know entitled How Brands Grow Part 2

1. What do you think is the most common misconception among marketers about their discipline and brand-building?

Byron Sharp: There are a number of common misconceptions and they are often surprisingly damaging to marketing effectiveness – sometimes catastrophically so. ...