Byron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute – the world’s largest centre for research into marketing at the University of South Australia.

Sharp wrote the book How Brands Grow: What Marketers Don’t Know, which has been called one of the most influential marketing books of the past decade (Warc, 2015) and was voted marketing book of the year by AdAge readers. This book is based on decades of research, presenting evidence-based answers to the key questions asked by marketers every day. The book is written for marketing professionals to grow their brands, and tackles issues including how brands grow, how advertising really works, what price promotions really do, and how loyalty programs really affect loyalty.