How Brands Grow

Byron Sharp's 2010 Ehrenberg-Bass book arguing brands grow mainly by increasing penetration among light buyers via mental and physical availability.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

How Brands Grow is Byron Sharp's 2010 book from the Ehrenberg-Bass Institute arguing that brands grow mainly by increasing penetration, especially among light buyers, rather than by deepening loyalty. It emphasizes building mental availability and physical availability, using distinctive assets and broad reach instead of narrow targeting.