![]() Somebody that knows how marketing works would know that these things exist, at varying levels of strength for different conditions. Holding the idea that it doesn't is weird to me. We've known that these things interact powerfully for a very long time. That view is inconsistent with the marketing literature and marketing science. What’s your view on Byron Sharp saying cross-media synergies are ‘a bit of a myth’? But it turned out that he had a lot more to say, about the complexity of brands and the ‘beautiful game’ that marketers play. ![]() At a conference last month, Sharp had dismissed the phenomenon as a ‘ bit of a myth’ and we wanted to know what Thomaz thought about his comments. We contacted Thomaz last week to discuss a paper he’d co-written on cross-media synergies. Thomaz, who has published numerous papers on marketing effectiveness in major academic journals, argues that Sharp’s model ‘breaks branding’ by ignoring differentiation and asserts that most marketing scholars have never even heard of physical or mental availability. While someone will occasionally query whether Bryon Sharp’s laws of growth apply in specific environments, the basic premise of his book is unassailable, as far as many people in the industry are concerned.īut Felipe Thomaz, an associate professor of marketing at Oxford University’s Saïd Business School, is not one of those people. Reject How Brands Grow and a lot of marketers would probably look at you like you were denying gravity.
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