Companies waste time and money on ineffective marketing strategies. Marketing research professor Byron Sharp suggests that, instead, they should act according to research that shows definite patterns or “laws” in how buyers buy and brands grow. 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.

Yron Sharp would like you to know that almost everything you've learned about marketing is wrong. Here's the real truth, according to the University of South Australia marketing professor, whose 2010 book has recently grown surprisingly influential among top brands: 20% of your brand's biggest buyers don't really account for 80% of sales. These 'loyal' consumers aren't really that loyal. The best way to grow is to get more sales from people who care even less about your brand than the loyalists.

There's more: Buyers of different brands are fairly similar despite all your most obsessive data segmentation efforts. People rarely hear your 'reasons to believe' and don't believe them anyway. They're more likely to buy based on emotion and because your marketing has drilled into their memories with well-worn brand characteristics like logo, color, scent or old ad taglines. It might be easy to ignore all this coming from way Down Under, many time zones distant from the centers of the marketing universe.

Vince Gironda's 10-8-6-15 system in the core of my current training program. Inside is a look at what this system is all about. I want it understood I did not originate the 10 – 8 – 6 – 15 routine. Vince gironda 10 8 6 15 program. Now, this probably isn’t exactly what Gironda would have programmed, but again, the Gironda 10-8-6-15 system is the core of my program for all 3 days. Besides the goals I mentioned above, it is also important for me to really enjoy my training. 10-8-6-15 Vince Gironda Training Course September 25, 2008 by Iron Guru 1 2 Vince’s approach on this program is predicated on utilizing percentages of 6 rep maxes, perfect form (as always), one exercise per bodypart, three upper body workouts per week and two lower body workouts per week. Vince Gironda had a great program he used with with clients called the '10, 8, 6, 15' strength program. This was a great program used to bust through plateaus. Vince Gironda had a great program he used with with clients called the '10, 8, 6, 15' strength program. This was a great program used to bust through plateaus. Vince Gironda 10-8-6-15 Workout Routine. If we consider that the late great Vince Gironda probably was responsible for training and motivating more top professional bodybuilders than any of the subsequent 'iron guru's' it demonstrates his effect on bodybuilding.

Yet Sharp, his Ehrenberg-Bass Institute for Marketing Science and book 'How Brands Grow' are having a, well, growing influence on brands. Marketers including Procter & Gamble, Unilever, Coca-Cola, Airbnb, Uber, Microsoft and Verizon have sponsored the institute's research. 'We noticed starting in 2013 that more and more of our clients were bringing up 'How Brands Grow' and talking about this man Byron Sharp,' said Will Platt-Higgins, VP-global accounts at Facebook. 'It was at first a novelty with one or two clients. And then it became more.' It was enough to get Platt-Higgins to buy the book and read it.

And that started to change how he thinks about marketing. 'Anyone focused on the agency or brand management side, we all believe we have very loyal consumers buying our diapers and soups and cars,' Platt-Higgins said. 'This book debunks that. Byron uses this expression that we're all polygamist consumers. We're loyal, but within a range of things, which is why people have two or three types of shampoo in their shower.' 'How Brands Grow' has made an outsize impact on marketing by challenging conventions.

Credit: Oxford University Press. Sharp's book didn't set fire to marketing orthodoxy immediately, but it has gradually built its own loyalists. Perhaps proving that Ehrenberg-Bass knows how to apply its own teaching, sales have increased each year since it hit the market, Sharp said. In a talk at Cannes last week, Unilever Chief Marketing and Communications Officer Keith Weed said he's a fan of Byron Sharp's work and its focus on the importance of broad reach to get more business from lighter buyers of a brand.