How Brands Grow...what marketers don't know is based on decades of research that has progressively uncovered empirical generalisations (scientific laws) about buying and brand performance. This book is the first to present these laws in context, and explore their meaning and marketing applications. It is written for thinking managers and advanced students. It is a myth-busting book, in the tradition of classical scientific discoveries, and so is different from most business books by being noticeably based on extensive data. The Nielsen Company and TNS, in particular, have provided access to vast amounts of data covering hundreds of product categories and a number of countries. The laws presented in this book are therefore not the result of armchair theorising nor case studies.