![]() ![]() Innovation and differentiation (when they work) build market-based assets, which last after competitors copy the innovation." Brands that are easier to buy - for more people in more situations - have more market share. "Brand competition and growth is largely about building two market-based assets: physical availability and mental availability."Brands, even though they are slightly differentiated, mainly compete as if they are near lookalikes, but they vary in popularity (and hence market share)."."Growth in market share comes by increasing popularity that is, by gaining many more buyers (of all types), most of which are light customers buying the brand only occasionally.".In How Brands Grow, Sharp also discussed eleven "law-like patterns" of consumer behavior and brand competition, and he described "the most important knowledge" in the book as follows: ![]() Branding lasts, differentiation doesn't." Sharp made his position on differentiation clear in How Brands Grow when he wrote, "Rather than striving for meaningful, perceived differentiation, marketers should seek meaningless distinctiveness. For example, most marketers have been taught that differentiating their brand/product in the marketplace is vital for marketing success. Byron Sharp and his colleagues at the Ehrenberg-Bass Institute have long espoused a set of marketing principles that differ significantly from those advocated by many marketing academics, consultants and practitioners.
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