Person
Byron Sharp
Author, How Brands Grow
Author of How Brands Grow, who distinguishes "mental availability" — a brand's ability to come to mind unprompted across many real buying situations — from simple, cued brand awareness. Referenced, not interviewed, in any of the three episodes. Also cited in Episode 26 for the argument that growth comes from broadening appeal to light buyers rather than narrow targeting (see Light Buyer Growth Strategy (Excess Share of Voice)), and in Episode 37 for the book's explanation of how durable brand memory structures take time and consistent messaging to build — the foundation of Rand Fishkin's marketing-flywheel argument.
Cited extensively, and in far greater depth, by Louis Grenier in Episode 235 — the 60/20 revenue-concentration figure (not 80/20), light-buyer replacement, why loyalty programs' measured revenue impact is small, the debunked "retention is 7x cheaper than acquisition" claim, and "share one thing a thousand times" as the practical form of distinctive brand assets (see Light Buyer Growth Strategy (Excess Share of Voice), Mental Availability).
Discussed in
- Episode 20 — 20- Debunking a marketing myth
- Episode 26 — 26- Why do 80- of product launches fail
- Episode 37 — 37- When growth hacks fail - With Rand Fishkin
- Episode 235 — 235-louis-grenier-s-extremely-uncensored-take-on-marketing (extensive re-citation via Louis Grenier)