Byron Sharp

Byron Sharp is an Australian marketing scientist, author, and professor of marketing science at the University of South Australia, where he serves as director of the Ehrenberg-Bass Institute for Marketing Science. Sharp’s empirical research focuses on buyer behavior, brand growth, and advertising effectiveness.

In 2010, Sharp published his groundbreaking book, How Brands Grow: What Marketers Don’t Know, which challenged conventional marketing wisdom regarding brand loyalty, market segmentation, and buyer targeting with rigorous empirical evidence.

Sharp demonstrated that brand growth is primarily driven by physical and mental availability rather than niche targeting. His work revolutionized modern corporate brand strategy, making How Brands Grow required reading for chief marketing officers and business leaders worldwide.