So, your item is in Walmart or other retailers, but sales growth isn’t what you'd hoped. Perhaps fewer shoppers are aware of your brand, or the competition is fierce, or your marketing budget is modest. In short, you’re not sure how your current marketing choices are working. Join the club—famed ad man John Wanamaker once said: “Half the money I spend on advertising is wasted; the trouble is, I don't know which half”.
A recent series of best-selling books titled How Brands Grow by Byron Sharp pierces the clutter, laying a course of action for brand owners and marketers worldwide. How Brands Grow is a manifesto for evidence-based marketing: building brands based on what works in practice, rather than what should work in marketing theory. Guest blogger Jim Hauskey of Happy Egg Co. shares his take on How Brands Grow, and his company's experience applying the principles.