target the (whole) market to grow your brand

the biggest growth will come from targeting light and non-buyers

The digital age has brought with it a seemingly endless supply of data and targeting opportunities. But when is a marketing strategy too targeted? And when does a focus on ‘loyal customers’ cease to be a growth strategy, but a limiting, or even damaging endeavour?

Byron Sharp famously challenged a number of traditionally held beliefs in his groundbreaking book How Brands Grow (and How Brands Grow: Part 2, 2016). This research study, produced with MediaCom Business Science, examines some of Byron’s key marketing principles through a media lens.

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