「How brands grow」- 一本發人深省又insightful嘅書
呢本data-driven嘅marketing書挑戰咗我對customer loyalty、mass marketing同brand growth嘅核心假設——準備好質疑你以為自己知道嘅一切。
已經好耐冇讀過咁好嘅marketing書 "How brands grow" by Byron Sharp。我鍾意佢係因為佢用actual data去analyze同back up任何recommendations，而唔係跟住啲聽落「nice」嘅old time marketing beliefs。因為佢嘅findings同我哋作為marketers嘅好多basic assumptions相違背，所以唔係一本easy read。呢本書可能會evoke一啲strong emotions，尤其係一啲初始嘅「really?」。所以我建議帶住極度open mind去讀，俾數字/研究有機會present俾你睇。我唔會建議將書入面所有recommendations照單全收而唔check supporting data/research嘅validity。但我希望讀完呢本書之後，至少會令你pause同think一下。讀呢本書之前，我的確有好多以下嘅「常見」假設，而呢本書徹底explain咗每一個嘅validity：
- Customer retention比customer acquisition便宜
- Loyalty program、customer relationship management（CRM）program對grow一個brand（即增加market share）至關重要
- Mass marketing已死？呢個特別thought provoking，因為我喺digital marketing做咗好多年
- 某個brand嘅consumers係distinctive type嘅人
- Brand personality對grow一個brand好重要
- 喺advertising入面show/demonstrate Unique selling propositions係crucial
呢度有 link 去買呢本書。我希望你讀完之後會同我一樣學到好多嘢。祝好，Chandler
