Revisiting 'How Brands Grow' with Byron Sharp

'How Brands Grow' is one of the most influential books in marketing, exploring rules of brand growth such as mental and physical availability, double jeopardy, and increasing penetration. Professor Byron Sharp, its author and director of the Ehrenberg-Bass Institute, joined WARC's David Tiltman at Cannes Lions to revisit its core principles and how they apply to today's marketing landscape.