Description

This seminar is based on Byron Sharp’s best-selling book How Brands Grow. The myth-busting book covers decades of research that has progressively uncovered scientific laws about buying and brand performance.

Presented by Ehrenberg-Bass Associate Director Dr. Rachel Kennedy, this essential two-hour seminar will cover the key scientific laws in marketing that every modern advertiser should know, and will address questions like:

  • How do brands grow?
  • Brand loyalty – can we predict it, and what influences loyalty towards a brand / retailer?
  • The importance (or not) of heavy buyers
  • Are 100% loyals your ideal customer?

This event is presented in partnership with thinktv.

Registration

Date: Thursday, May 6, 2021
Time: 4:00 – 6:00 P.M. ET
Place: Virtual (Zoom)
Cost: Free

Speakers

Rachel Kennedy

Dr. Rachel Kennedy, Associate Director, Ehrenberg-Bass Institute for Marketing Science

 

Dr. Kennedy is one of the founding members of the Ehrenberg-Bass Institute. She has been involved in a wide variety of market research projects and has educated thousands of marketers and senior leaders around the world on what marketing science can teach us, and what it means for growth.

Dr. Kennedy has been recognized as one of “Advertising’s Big Thinkers” by the Advertising Association (UK) and ranks globally in the top one percent of advertising researchers. She has been awarded a number of prestigious awards, including the Incorporated Society of British Advertisers (ISBA), for a paper which best increases understanding of the way in which advertising works.

Dr. Kennedy is a regular speaker on the global stage, including Cannes Lions, Advertising Research Foundation (ARF) and WARC events, and has presented to and worked with many of the world’s biggest brands on implementing evidence-based practice.

About the Ehrenberg-Bass Institute for Marketing Science

 

Based at the University of South Australia, the Ehrenberg-Bass Institute is the world’s largest centre for research into marketing. It is an independent non-profit research institute.

The Institute’s team of more than sixty marketing scientists are advancing marketing knowledge, busting pseudo-science and marketing myths, and teaching marketers how marketing really works and how brands grow.

Through their Corporate Sponsorship Program they help companies like P&G, Unilever, PepsiCo and McDonald’s develop and benefit from a culture of evidence-based marketing.