Professor Byron Sharp is a globally renowned marketing expert and Director of the Ehrenberg-Bass Institute at the University of South Australia, the world’s largest centre for research into marketing. His influential book, How Brands Grow (Oxford University Press, 2010), has been translated into over a dozen languages and is widely regarded as the most impactful marketing text today.With over 100 peer-reviewed articles, Professor Sharp is one of the world’s most cited advertising researchers. He serves on five international journal editorial boards and has organised conferences at Wharton on empirical advertising laws.The Ehrenberg-Bass Institute’s fundamental research is financially supported by many of the world's leading corporations including Nestlé, Mondelēz International, PepsiCo, Mars Inc., and many others and has been featured in The Economist, the Financial Times, and Bloomberg TV.