Marketing Week editor Russell Parsons speaks to Professor Byron Sharp (the influential author of How Brands Grow and director of Ehrenberg-Bass Institute at the University of South Australia) about what motivates his work, what attracted him to a career in marketing and more. Through his work he has gathered the attention of some of the world’s biggest brands, many of which have adopted his evidence-based approach. However, some have also taken issue to his black and white approach. Sponsored by Salesforce.