#166: Byron Sharp, Research Professor & Director of the Ehrenberg-Bass Institute

<p>Marketing science is punk… It’s anti-establishment.<br>It challenges the stories marketers tell themselves and pursues the empirical truths of the craft.<br>Byron Sharp and the Ehrenberg-Bass Institute champion this thinking.<br>They carry the torch for evidence-based marketing and continue to make discoveries that push marketers to become more scientific and greater skeptics of the world around us.<br>If you’re unfamiliar with Byron, he’s the Director and Leading Researcher of the Ehrenberg-Bass Institute, the world&#39;s largest center for marketing research. His books How Brands Grow Parts 1 and 2 are foundational tools for any marketer, and the work coming out of Adelaide, Australia, is drastically changing the world of marketing and advertising.<br>Tune in as we discuss the role of marketing science, concepts like test and learn, and what it takes to be evidence-based rather than “data-driven.”</p> <p><br></p> <p><strong>Links</strong></p> <p>Connect with Byron: <a href="https://www.linkedin.com/in/professorbyronsharp/" target="_blank" rel="noopener noreferer">here</a></p> <p>Connect with us: <a href="https://www.linkedin.com/company/66741635/admin/" target="_blank" rel="noopener noreferer">here</a></p> <p>Buy his book: <a href="https://www.amazon.com/How-Brands-Grow-Revised-Including/dp/0190330023/ref=sr_1_1?keywords=how+brands+grow+2&qid=1683639541&sprefix=How+br%2Caps%2C101&sr=8-1" target="_blank" rel="noopener noreferer">here</a></p> <p>Win a Crowbar to break into advertising: <a href="https://www.crowbarawards.com/" target="_blank" rel="noopener noreferer">here</a></p> --- Send in a voice message: https://podcasters.spotify.com/pod/show/breakenter/message Support this podcast: <a href="https://podcasters.spotify.com/pod/show/breakenter/support" rel="payment">https://podcasters.spotify.com/pod/show/breakenter/support</a>