Editor - David Taylor

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  • Vision to Action
    Creating an inspiring brand vision, positioning and action plan, including Brand Purpose, Brand Revitalisation and Global Branding
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Comments

Bruno Romano

Keep up the great work David. Your weekly blogs are priceless as well as being a great source of knowledge and inspiration for me!

All the best

Bruno

PS If you're looking for some more brands to grill - how about Walkers Crisps, Peroni Nastro Azzurro and McDonald's. At the moment all are facing different brand challenges and opportunities on how to grow their brands.

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Byron Sharp

A video of a similar presentation at TEDx is on YouTube
http://www.youtube.com/watch?v=d3Or0FkiIa0

david@thebrandgym.com

Byron,
Thanks for commenting - prize for the fastest comment ever!
Couple of bits of feedback on your comments:
1. The post is based on the book and your talk at the IPA. The style of your talk and lack of open-ness in responding to questions from the floor gave the impression that you thought you had indeed the ultimate truth.

2. I'm stunned by your comment suggesting that experience "can lead us astray". I'd love you see you defend that statement in front of Terry Leahy of Tesco, or most other CEO's who would say that experience is pretty damn useful. Certainly P&G is based on re-applying success in the marketplace, not just data analysis.

More to come in the next post - on what, in my view, is wrong and missing in HBG.

Agree or disagree with you, hats off for igniting a debate.
David


Byron Sharp

David, thanks for reading my book "How Brands Grow".

I'm glad you find the empirical laws illuminating.

Just one quibble. Preachers don't have a monopoly on evangelizing (otherwise you'd have to stop writing your blog) but that doesn't mean that science is religion.

Religion is based on blind faith, and on what feels right. Scientific explanations fit the empirical evidence, and very often the explanation feels wrong (try Einstein's theory of relativity). No scientist claims to offer "ultimate truth" but rather simply the best current explanation, which will eventually be refined and improved as it is exposed to more empirical testing.

Please judge the conclusions of "How Brands Grow" against how well they fit the accumulated evidence, not how well they fit your experience, because experience (and case studies) can lead us astray, they led intelligent well-meaning doctors to bleed people for two thousand years.

Professor Byron Sharp

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