Evidence-based marketing—why reach matters more than loyalty, with Byron Sharp

Byron Sharp, author of "How Brands Grow," and director of the Ehrenberg-Bass Institute of Marketing Science, espouses an approach that flies in the face of much modern marketing wisdom about the importance of media targeting, personalization and incentivizing customer loyalty. He explains his views, including why he thinks brands with the most "physical availability" (i.e. broadest retail distribution) and "mental availability" (top-of-mind awareness) will win.