In How Brands Grow, Byron Sharp outlines what he claims are 7 "scientific" rules of marketing:
- Reach: Prioritize reaching as many customers as possible as cost-effectively as possible, ensuring coverage of light or non-buyers.
- Be easy to buy: Understand how consumers buy and fit into their lives; mitigate potential barriers to buying.
- Get noticed: Be on the shelf. Make the ad get noticed. Remember that customers avoid advertising.
- Be distinctive: Being distinctive enables loyalty and allows you refresh memory structures for your brand.
- Be consistent: You can’t be distinctive if you are not consistent.
- Be competitive: Don’t give consumers a reason not to buy.
- Advertising is defensive
- Focus marketing on new or light buyers rather than heavy buyers
- Brands are constellations of impressions that takes shape over time
Sharp, Byron. How Brands Grow: What Marketers Don’t Know. Illustrated edition. Oxford ; New York: Oxford University Press, 2010.