Byron Sharp's 7 Rules of Marketing

In How Brands Grow, Byron Sharp outlines what he claims are 7 "scientific" rules of marketing:

  1. Reach: Prioritize reaching as many customers as possible as cost-effectively as possible, ensuring coverage of light or non-buyers.
  2. Be easy to buy: Understand how consumers buy and fit into their lives; mitigate potential barriers to buying.
  3. Get noticed: Be on the shelf. Make the ad get noticed. Remember that customers avoid advertising.
  4. ???
  5. Be distinctive: Being distinctive enables loyalty and allows you refresh memory structures for your brand.
  6. Be consistent: You can’t be distinctive if you are not consistent.
  7. Be competitive: Don’t give consumers a reason not to buy.



Sharp, Byron. How Brands Grow: What Marketers Don’t Know. Illustrated edition. Oxford ; New York: Oxford University Press, 2010.