Is Ehrenberg-Bass just bad communications done really well? Mumbrella360 video

In this Mumbrella360 session hosted by consumer psychologist Adam Ferrier, the battle lines are drawn as Danielle Uskovic, Adam Ballesty, Jim Ingram and Andy Lark attempt to argue for and against the Ehrenberg-Bass Institute's ‘laws of marketing’.

These days, it’s seems there’s only one bona fide way to do marketing: the Ehrenberg-Bass way.

Byron Sharp’s How Brands Grow coupled with the scientific clout of the Ehrenberg-Bass Institute has left little room for any other marketing theory to make it off the ground.

But what if you’re not a believer in the wisdom of Sharp? What if your direct experience contradicts the immovable ‘laws of marketing’ laid down by the institute?

In the following session entitled The Antidote to Ehrenberg-Bass, consumer psychologist Adam Ferrier presents a provocative challenge to the orthodoxy of Professor Sharp’s world view, which was outlined in his world-famous book How Brands Grow.

Danielle Uskovic kicks the session off by detailing her work with computer manufacturing brand Lenovo, in which segmentation around Millennial consumers was a massive part of the strategy – a strategy Ehrenberg-Bass advises against.

Adam Ballesty, marketing and innovation director at Diageo explains how perceptions of Ehrenberg-Bass are plain wrong: “People stop believing in this because they think it’s all about mass marketing and therefore ‘I’m a smaller brand, I don’t have the money, I can’t be on TV for 40 weeks, therefore it doesn’t work.'”

Andy Lark is proud to sit on the fence

Simple’s marketing director Andy Lark then takes to the podium to point out that the effectiveness of Ehrenberg-Bass utterly depends on what kind of product you’re attempting to sell. As he points out: “The fundamental issue… we face as an industry is the lack of education.”

The Ehrenberg-Bass Institute’s Director Professor Byron Sharp will present the keynote at this year’s Mumbrella MSIX – Marketing Science Ideas Exchange – conference in November. Earlybird tickets are now on sale via this link.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.