These fewer buyers are slightly less loyal in their purchasing frequency.
The book challenges the idea that B2B buyers are rational, logical robots immune to branding.
: Smaller brands suffer twice: they have fewer buyers, and those buyers are slightly less loyal than the buyers of big brands. How Brands Grow (Part 2) by Jenni Romaniuk and Byron Sharp
But the story didn’t end there.
The Evidence-Based Growth Engine: Deep Diving into Byron Sharp’s "How Brands Grow Part 2"
Maya worked in product at a small startup named Ember, where they were learning the hard truth the book made simple: growth didn’t come from cleverness alone. It came from being noticed, being available, and—most quietly—being familiar enough that when someone felt a small desire, the brand rose to mind.
You can find more information on this paper, including a PDF version, through various online sources, such as: How Brands Grow Part 2 Pdf
One evening, on her way home, Maya stopped at Juniper Bakehouse. The bell chimed. Inside, the baker—a woman with flour on her forearms and a grin that suggested she’d been up since dawn—offered Maya a sample of a new almond cookie. It tasted like small, steady things: care, routine, a hundred tiny rehearsals perfected over years. The baker told a story about a customer who’d been coming in every Sunday for a decade. “You can’t rush that,” she said. “You just keep showing up.”
, authored by Jenni Romaniuk and Byron Sharp of the Ehrenberg-Bass Institute for Marketing Science , serves as the empirical roadmap for modern brand building. While Part 1 revolutionized marketing by introducing the core scientific laws of consumer behavior, Part 2 delivers actionable frameworks across diverse business environments. It systematically expands these insights into complex categories such as emerging markets, digital commerce, business-to-business (B2B), services, and luxury brands.
In , authors Jenni Romaniuk and Byron Sharp provide a practical roadmap for marketing, expanding the evidence-based "laws" of growth from the first book into new sectors like services, luxury, and e-commerce. These fewer buyers are slightly less loyal in
Sharp emphasizes the importance of balancing price and promotion with other marketing strategies, such as advertising and distribution, to build a strong brand.
: Introduce the book as the evidence-based sequel that validates the "Double Jeopardy Law" across all categories.