Byron Sharp changed everything we thought we knew about customer loyalty and targeting. His research at Ehrenberg-Bass proves that successful brands don't chase ideal customers, they make themselves the easy choice for everyone who might need them someday.

Only 5% of your customers are shopping now. The other 95% will buy eventually. Discover Professor John Dawes’ research from Ehrenberg-Bass that's revolution how brands build for the future, not just today's conversions.

Many brands are burning money on the wrong things at the wrong time.

Picture this: every retailer screaming "SALE!" at Christmas while their competitors do exactly the same thing. The noise cancels out, budgets drain away, and nobody wins. Meanwhile, the smart brands have been quietly building something far more valuable.

A place in people's minds.

You could book the biggest band in the world, but if no one knows about it, then it’s a gigantic waste of money. Or, as John Phillip Jone’s outlined in his groundbreaking 1990 research, even the best creative in the world will fail without the spend.