Byron Sharp

Byron Sharp is a marketing academic known for his research on how brands grow. In his influential book, "How Brands Grow," he argues that growing a brand relies more on attracting new customers than retaining existing ones. Sharp emphasizes the importance of mental and physical availability, meaning brands should be easy to remember and accessible in stores. He challenges traditional marketing notions, suggesting that loyalty is often overstated and that brands should focus on reaching a wider audience to increase market share. His insights have reshaped how businesses approach marketing and brand strategy.