Is Ehrenberg-Bass just bad communications done really well? Mumbrella360 video
In this Mumbrella360 session hosted by consumer psychologist Adam Ferrier, the battle lines are drawn as Danielle Uskovic, Adam Ballesty, Jim Ingram and Andy Lark attempt to argue for and against the Ehrenberg-Bass Institute’s ‘laws of marketing’.
These days, it’s seems there’s only one bona fide way to do marketing: the Ehrenberg-Bass way.
Byron Sharp’s How Brands Grow coupled with the scientific clout of the Ehrenberg-Bass Institute has left little room for any other marketing theory to make it off the ground.
But what if you’re not a believer in the wisdom of Sharp? What if your direct experience contradicts the immovable ‘laws of marketing’ laid down by the institute?
Sharp clearly enunciates that big established brands need mass distribution and mass media.
Apparently some people who should know better extrapolated that to all brands.
Big established brands like Amazon Zara Google IKEA Facebook. Etc.
…and what about when your brand already has circa 100% household pen? Extend to another category? What could possibly go wrong?