The most important question one should ask in marketing is “why?” The second most important question one should ask is “why not?”

Throughout my studies at the prestigious Ehrenberg-Bass Institute for Marketing Science at University of South Australia Business School, I have learnt about ground breaking empirical research evidence on brand growth, which has assisted, and continues to assist in the growth of some of the world’s biggest brands. Evidence that is far too important, yet largely unknown and ignored in the world of marketing today, resulting in marketing decision making based on outdated or unproven theories on topics concerning brand loyalty, market segmentation, customer retention, price promotions and brand differentiation (to name a few), or worse of all; baseless opinions of self-proclaimed “marketing experts” which bring no valuable long-term benefits to the business or organization.