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From the Publisher"How Brands Grow is a wonderful stimulant, a fascinating corrective to our tendency to follow fashion and let received wisdom go unchallenged."—MarketingWeek
"Highly practical...includes many groundbreaking ideas."—CHOICE
"Marketers need to move beyond the psycho-babble and read this book... or be left hopelessly behind."—Joseph Tripodi, The Coca-Cola Company, Atlanta USA
"Until every marketer applies these learnings, there will be a competitive advantage for those who do."—Mitch Barnes, The Nielsen Company
"A scientific journey that reveals and explains with great rigour the Laws of Growth."—Bruce McColl, Mars Incorporated
"This book puts marketing's myth-makers, of which there are many, in their proper place."—Thomas Bayne, MountainView Learning, London.
"A truly thought-provoking book."—Timothy Keiningham, IPSOS Loyalty
"The evidence in this book should make any marketer think hard about how they manage their brands."—Kevin Brennan, General Manager Snacks and Marketing Director, Kellogg UK
"This book should be required reading on any marketing course."—Colin McDonald, the 'father' of Single-Source analysis and author of Tracking Advertising & Monitoring Brands
"There is competitive advantage here for those who understand and follow this book's lessons."—Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems, Inc.