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Tonight I'm talking about the importance of evidence-based marketing with the help of Prof Byron Sharp and his book "How Brands Grow" 

I talk through some of the laws shared in this book and the common assumptions trumped by marketers that are simply not backed by the evidence - things like "customer retention is more important than customer acquisition", and "our customers buy from us because our brand is special and different". 

Have a great Easter and I'll be back in two weeks time to talk about some of the strategies you can adopt to grow your business brand.