Byron Sharp on 'How Brands Grow', five years on
Joseph CliftWarc
'How Brands Grow', by Australian academic Professor Byron Sharp, is one of the most influential marketing books of the past decade. Since its publication in 2010, it has been mentioned countless times in agency and client presentations.
Sharp himself was on hand at Unlearning, an event organised by the Institute of Practitioners in Advertising (IPA), a UK professional body for the ad industry, to give his views of the book's reception – and reveal what he has learned as a result of this response.