How Brands Grow: What Marketers Don’t Know — Byron Sharp

In How Brands Grow: What Marketers Don’t Know, Byron Sharp demystifies modern brand building by drawing on empirical evidence and years of marketing science. Far from relying on intuition, Sharp argues that many assumptions held by marketers are myths. He presents principles such as the importance of mental and physical availability, the role of light buyers, and how growth often comes from increasing penetration rather than loyalty. The book offers marketers, brand managers, and business leaders a grounded framework to design strategies that scale—not just satisfy cult audiences.

This Ukrainian edition, Як зростають бренди. Чого не знають маркетологи, published by Наш Формат, is 240 pages in hardcover.