In this thought-provoking episode of JUST Branding, we're thrilled to host Professor Byron Sharp, a leading figure in marketing science and the Director of the Ehrenberg-Bass Institute, the world's premier center for marketing research. Byron, renowned for his groundbreaking book "How Brands Grow," which has significantly influenced the marketing sphere over the last decade, joins us to unravel the scientific principles behind brand growth. Our conversation kicks off with Byron's inspiration for exploring consumer buying behavior and brand expansion, setting the stage for an enlightening discussion on the essence of his work. Delving into "How Brands Grow," Byron sheds light on the book's key insights, including the pivotal concepts of Mental & Physical availability, the synergy between Distinctiveness and Differentiation, and the power of distinctive brand assets in forging lasting brand memories. Tackling prevalent myths in brand growth, such as the overemphasis on brand loyalty and the crucial need for broad market reach, Byron emphasizes the role of continuous brand exposure in shaping consumer preferences. He offers practical advice on how listeners can apply these insights, highlighting the balance between innovation and consistency in brand strategy. For designers, Byron discusses the creation and rapid adoption of distinctive brand assets, providing a blueprint for branding success. Tune in for an episode packed with invaluable insights for growing better, more recognizable brands, based on rigorous scientific research.