Byron sharp and the simple ehrenbergbass approach to growing brands. This video provides an introduction to the double jeopardy law in marketing. It is a mythbusting book, in the tradition of classic scientific discoveries. Authored by byron sharp and his colleagues at the ehrenbergbass institute.
This is possibly the most important marketing book ever written on buyer behaviour. Byron sharp is the director of the ehrenbergbass institute for marketing science at the university of south australia. Does double jeopardy apply using average spend per buyer as the loyalty metric. Double jeopardy is a phenomenon whereby small brands have fewer customers compared with big brands and these customers buy them less often ehrenberg, goodhardt and barwise 1990. This pattern is an instance of a widespread phenomenon called double jeopardy. All are better or worse explanations, depending on your point of view. The ehrenbergbass institute for marketing science is the worlds largest centre for research into marketing. Byron sharp is professor of marketing science, and director of the ehrenberg bass. Ehrenbergbass say brands grow only by recruiting new customers.
Then after a few years, andrew ehrenberg, a marketing statistician, applied the term purely in the marketing world. Shortly afterwards andrew ehrenberg discovered the double jeopardy law generalised to brand purchasing. It reminds me of a debate held in the journal of advertising research in 19967, and it is another salutary reminder that some debates are never put to rest. How brands grow is written by professor byron sharp, director of the ehrenberg bass institute for marketing science, at the. Part 2 by jenni romaniuk, 9780195596267, available at book depository with free delivery worldwide. A more downtoearth view is that if buyers dont care deeply about a brand then they could. Emerging markets, services, durables, new and luxury brands by jenni romaniuk. A newspaper columnist for 26 years, hill was so enraged by the murder that he wrote a book about it. A scientific journey that reveals and explains with great rigour the laws of. In other words it has become a marketing generalisable truth. The book rejects the concepts of brand loyalty, differentiation.
Loyalty deficits for small share brands request pdf. For the record, here is my take on what we can learn from double jeopardy. Nov 08, 2010 professor andrew ehrenberg 1 may 1926 25 august 2010. Double jeopardy law brands with higher market share have more buyers than brands with lower market share. The fbi thrillers the target and the edge, together for the first time in one volume.
Sep 18, 2016 ehrenbergbass say brands grow only by acquiring new customers. In his ehrenberginfluenced 2010 book, how brands grow, byron sharp takes aim at mr. How brands grow part 2 blue cover is a completely different book, and. Oj occurs simply as a statistical selection effect due to the. How brands grow what marketers dont know by byron sharp.
Andrew ehrenberg 1 may 1926 25 august 2010 was a statistician and marketing scientist. Daniel schacter then whats left of this book for you is largely an advertisement for zaltmans commercial and patented. One explanation is simply that its a scientific law, it describes a bit of the universe, and thats it its simply how the world is. Nov 08, 2010 professor andrew ehrenberg 1 may 1926 25 august 2010 explaining double jeopardy. Ehrenberg bass institute research has shown that only. Double jeopardy is an empirical law in marketing where, with few exceptions, the lower market share brands in a market have both far fewer buyers in a time period and also lower brand loyalty. Authored by byron sharp and his colleagues at the ehrenbergbass institute, university of south australia, and building on the seminal marketing research by ehrenberg and goodhart, how brands grow is a manifesto for evidencebased marketing, building brands based on what works in scientific practice rather than what should work in marketing theory. Professor andrew ehrenberg 1 may 1926 25 august 2010. In this lesson, well define what double jeopardy in marketing means, and look at an example in the fastfood industry. This is more of a manual on how to grow brands now that you know of the existence of the law of double jeopardy established in the first book in detail and in chapter 1 here. There is some use in gathering this information at least once in a while, because if you know how consumers see your brand you can use this knowledge to craft your advertising and other things like packaging to look like you, so it will work more for you and is less likely to mistakenly work for. These critics somehow missed the word double in double jeopardy. Gutwrenching account of a brutal 1988 rapemurder in louisville, ky.
If so, then youre in for a treat with how brands grow part 2 hbg2, the followup to the original mustread international bestseller on brand building. He has by half a centurys work changed fundamentally the beliefs of marketers, both in the way consumer loyalty works and how advertising works. In a recent debate i had with mark ritson he made one empirical claim. For instance, dawes 2009 revealed that consumers in the uk sportswear market were not loyal to a particular brand and consumers switched from one brand to another. If you want to buy one book this year to help you or the marketer in your life be a better a marketer, dont buy all the datadevoid stuff that makes us feel cutting edge, or massages our egos. His research is supported corporations around the world including cocacola, mars, kraft, nielsen, british airways, cbs, espn, kelloggs and many others. Byron sharp and the simple ehrenberg bass approach to growing brands. Byron sharp is a professor of marketing science and director of the ehrenberg bass institute the worlds largest centre for research into marketing. In his ehrenberg influenced 2010 book, how brands grow, byron sharp takes aim at mr. Byron sharp is professor of marketing science, and director of the ehrenberg bass institute, university of south australia. Its by byron sharp and the researchers at the ehrenberg bass institute.
Hill, a louisville courierjournal columnist, has done an outstanding job of showing how the case developed and what went wrong. Hear professor andrew ehrenberg describe the double jeopardy law in his own words. Andrew ehrenberg 1 may 1926 25 august 2010 was a marketing scientist. Arry tanusondjaja, a research associate at the ehrenbergbass institute, uncovers a common myth about loyalty and discusses the double jeopardy law. Professor andrew ehrenberg 1 may 1926 25 august 2010 explaining double jeopardy. Larger brands have higher penetration, and all their loyalty metrics are a bit higher too, including any attitudinal metrics like. The laws of brand growth and the ehrenberg bass institute thinking have had a big influence on marketing practice, but there are some areas that people still find confusing or challenging. At the university of southaustralia the the ehrenbergbass institute for.
Marketers spend quite a lot of money tracking perceptions of the brand. This book is the first to present these laws in context, and explore their meaning and marketing applications. The book has been revised, reprinted and translated ehrenberg 1981. The book in a nutshell the book challenges conventional wisdom, replacing it with empirical facts. Ehrenbergs fundamental belief was quite simply that the methods of physical science are also applicable to the social sciences. Double jeopardy is an empirical law in marketing where, with few exceptions, the lower market. Staff ehrenbergbass institute for marketing science. The idea of double jeopardy proved particularly important. The book is concerned with showing how marketing science and quantitative. A marketing giant has disappeared about professor andrew. Hbg also posits a number new scientific inviable marketing laws insights. Shortly afterwards andrew ehrenberg discovered the double jeopardy law generalised to. Pdf can distribution explain double jeopardy patterns.
Marketing science commentary by professor byron sharp. Aug 12, 2019 it includes some counterintuitive conclusions regarding customer retention, loyalty programs, segmentation, and competitor differentiation. Apr 07, 2016 even when you have highly differentiated brands in a category such as head and shoulders and vosene still follow the double jeopardy law. Sep 29, 2014 the smiths skimping and not installing double glazing ignoring their builders advice. His first law is the double jeopardy law which states that brands. The fifth amendments double jeopardy provision meant that ignatow could not be tried again, although he was given some prison time for perjury. In america, it is illegal to prosecute a person for the same crime.
How brands grow part 2 2016 speed summary brand genetics. This is the famous double jeopardy phenomenon ehrenberg et al. The ehrenberg bass institute for marketing science is the worlds largest centre for research into marketing. In any given time period, a small brand typically has far fewer buyers than a larger brand. Larger brands have higher penetration, and all their loyalty metrics are a bit higher too, including any attitudinal metrics like satisfaction, trust, bonding you name it. Byron sharp is professor of marketing science, and director of the ehrenberg bass institute at the university of south australia. How brands grow is based on decades of research that has progressively uncovered scientific laws about buying and marketing performance. Find all the books, read about the author, and more. The fbi thrillers the target and the edge, together for the first t. The double in double jeopardy tells us that some of the sales growth also.
This effect is known more generally as double jeopardy or the oj effect e. Purpose the purpose of this paper is to provide clear insights into the influence of product availability, and thus distribution on double jeopardy dj patterns, for frequentlypurchased. Dr byron sharp professor of marketing science director, ehrenberg bass institute, university of south australia. The size of the brand big ones achieve more sales for any given level of consideration this relates to ehrenberg bass s double jeopardy concept. Professor andrew ehrenberg ehrenbergbass institute for. Double jeopardy mass market paperback october 1, 1996. It is a phenomenon or an empirical law where brands with lower. Larger brands have higher penetration, and all their loyalty metrics are a bit higher too, including any attitudinal metrics like satisfaction, trust, bonding, you name it. At common law a defendant could be exposed to jeopardy for the same offense only once. International of the ehrenberg bass institute at the university of south.
Double jeopardy law brands with higher market share have more buyers than. Subsequently, double jeopardy has been shown to apply across categories as diverse as laundry detergent to aviation fuel, across countries and time. The resultant graph is an xy plot of penetration and purchase frequency for brands of different market share under a given set of category conditions. Our team of market research experts can help you grow your brand and develop a culture of evidencebased marketing. An associated but different piece of research by the ehrenberg bass. Arry tanusondjaja, a research associate at the ehrenberg bass institute, uncovers a common myth about loyalty and discusses the double jeopardy law.
Patrick barwise double jeopardy revisited in any given time period, a small brand typically has far fewer buyers than a larger brand. Drawing a double jeopardy line cullen habel and cam rungie this technical note describes the process for drawing a double jeopardy line as it would be estimated by the dirichlet model. Back in the 1960s, a social scientist named william mcphee coined the termdouble jeopardy to describe peoples likability and tendencies toward certain behaviors. Double jeopardy law is introduced which sharp 2010 uses as a basis to empirically. It maintains that much of the approach to research methods and prediction depends on finding patterns in data and this is much aided by its presentation in simple tables. Ehrenbergs double jeopardy is merely a statistical distribution that has been found to hold true in all cases that it has been tested for validity. This pattern is ubiquitous and has long been called double jeopardy. This well established law of marketing is unfortunately not widely known by mark. List of books and articles about double jeopardy online. It is clear from the outset that this book is a challenging read and is often critical of the way practice, teaching and. The article considers the implications of double jeopardy for advertising. Authored by byron sharp and his colleagues at the ehrenberg bass institute, successful growth brands have universal appeal, and mass. Double jeopardy in brand defection emerald insight.
Ehrenbergbass dispels some myths about big brands warc. Ehrenberg bass say brands grow only by acquiring new customers. Authored by byron sharp and his colleagues at the ehrenberg bass institute, university of south australia, and building on the seminal marketing research by ehrenberg and goodhart, how brands grow is a manifesto for evidencebased marketing, building brands based on what works in scientific practice rather than what should work in marketing theory. The double jeopardy law says that more popular items within a competitive set e. This pattern is an instance of a widespread phenomenon called double jeopardy dj. For over half a century, he made contributions to the methodology of data collection, analysis and presentation, and to understanding buyer behaviour and how advertising works. The ehrenberg bass institute clearly represent a fairly left brain approach to marketing. Ive recently read your book and really astonished how great it is and how inproportionally popular it is.
Ehrenberg bass institute, university of south australia. By professor byron sharp director ehrenbergbass institute does the iphone defy the double jeopardy law. Byron sharp is a professor of marketing science and director of the ehrenbergbass institute the worlds largest centre for research into marketing. The laws presented in this book are therefore not the result of armchair theorising, nor oneoff case studies. Obsession, murder, and justice denied hardcover july 1, 1995.
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