Why does Coca-Cola spend millions on advertising when everyone already knows their brand?

Professor Byron Sharp reveals that even the world’s most famous brands face a shocking reality: most of their customers hardly ever buy them. The biggest group of Coke buyers? People who drink it just once a year.

Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. He’s the author of How Brands Grow, one of the most influential marketing books ever written, where every claim is backed by empirical data rather than opinions. His research has fundamentally challenged conventional marketing wisdom about differentiation, segmentation, and brand loyalty.

In this conversation, you’ll discover why marketing funnels are “nonsense,” why differentiation is overrated, and how mental availability trumps everything else. Professor Sharp explains why 95% of your potential customers aren’t ready to buy right now—and what that means for your marketing strategy.

Here’s what you’ll learn in this episode:

00:00 Intro
00:44 What is a brand and why does it matter?
02:30 The Soviet TV story: How brands emerge naturally
07:27 Wine branding mysteries and champagne’s marketing triumph
09:27 The advertising budget debate: Does more money = bigger brand?
15:30 Why Coca-Cola can’t stop advertising (hint: mental availability)
23:56 Physical availability in software: Beyond the app store
27:57 Marketing funnels debunked and the 95/5 rule
32:44 The truth about differentiation (ask an 8-year-old)
38:18 Building distinctive brand assets that stick

We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to follow the show, leave a rating, and tell a friend.

Where to find Professor Byron Sharp:

LinkedIn: https://www.linkedin.com/in/byron-sharp-53545119/
X: @ProfByron

https://marketingscience.info/learn-with-us/learning-opportunities/how-brands-grow-live-for-executives

https://marketingscience.info/news-and-insights/brand-purposeare-consumers-aware-to-care

https://marketingscience.info/learn-with-us/books

Where to find Tim:

LinkedIn: https://www.linkedin.com/in/timsoulo/
X: @timsoulo
Website: https://www.timsoulo.com/

Referenced:

• How Brands Grow by Byron Sharp
• Alchemy by Rory Sutherland
• Ehrenberg-Bass Institute: https://www.marketingscience.info/
• Ahrefs: https://ahrefs.com

#Branding #MarketingScience #AhrefsPodcast