Page 2 - Byron Sharp News Today

Thinkerbell has become a sponsor of the world's largest centre for research into marketing.

Thinkerbell has announced that it has become a sponsor of the Ehrenberg-Bass Institute for Marketing Science. Marketing science has continued to play an increasingly significant role in evidence-based brand building, and the Ehrenberg-Bass Institute is the gold standard for marketing science k

Chances are, your brand hasn’t had as difficult a year as Bud Light. After finding itself at the center of a pointed culture war, here’s what Bulletproof’s strategy chief thinks the brand’s peers can learn.

When Byron Sharp wrote his seminal book on evidence-based marketing in 2010, it sparked a debate on distinctive brand assets and the benefits of immediate consumer recognition. Does his premise remain relevant today?

Little Black Book, THIS IS THE DAY founder Carl Ratcliffe breaks down how to re-assert the timeless power of creativity within client environments

Marketing effectiveness is below pre-pandemic levels for the second year running, according to the Data & Marketing Association.

Luke Barnes of agency Influencer argues that alongside reach and frequency, the social world has built a third coefficient of brand growth: influence.

The GAA would do well to take heed of one of the golden rules of modern marketing, writes Shane O’Leary.

For creating the best packaging design for your brand, data-driven decisions are far more successful than “going with your gut.”

Following the release of some offbeat work for big brands, we ask agency heads how to make a success of a surreal creative idea.