Ehrenberg-Bass Institute marks 20 years of shaping global marketing from Adelaide

The world’s largest centre for research into marketing is celebrating 20 years of transforming the industry and working with some of the biggest brands on the planet – and doing it from the small city of Adelaide, South Australia.

University of South Australia’s Ehrenberg-Bass Institute of Marketing Science has transformed from its humble beginnings into a global thought leader, pioneering evidence-based marketing that empowers businesses such as McDonald’s, Nestle, PepsiCo, and AstraZeneca to grow smarter and make data-driven decisions.

Says Jane Ghosh, UK Commercial Marketing Director at Cereal Kellogg Company, UK: “Common sense backed by hard data – the Ehrenberg-Bass Institute keeps our marketers grounded and makes them better long-term stewards of our most valuable corporate assets – our brands.”

Its research findings are used by multinational corporations to unlock growth potential, with scientifically-backed insights ranging from the ineffectiveness of price-driven promotions to the Double Jeopardy Law, which explains why big brands maintain both larger customer bases and higher loyalty rates.

Says Kathryn McArthur, Consumer & Shopper Insights Manager, Colgate-Palmolive: “Having data-driven marketing principles is like turning on a light in a darkened room. A lot of the furniture isn’t where you imagined it, but now the arrangement makes considerably more sense.”

The passion for advancing marketing science and the unwavering belief in the power of evidence have been the driving forces behind the Institute’s success.

From its roots in Adelaide, the Institute has evolved into a global leader in marketing science. Over the past two decades, it has achieved significant milestones, including:

• • creating innovative research methodologies like Distinctive Asset Measurement and Laws of Growth Analysis;
• • establishing How Brands Grow Live! – an intensive executive training program held in Singapore, Bordeaux and Boston; and
• • producing enduring research with relevant insights across diverse markets, categories and industries.

More specifically, the Institute’s findings have reshaped brand strategy for global companies like Coca-Cola and Procter & Gamble, whom have adopted Ehrenberg-Bass principles to optimise their marketing strategies, enabling them to achieve measurable improvements in brand recognition and equity.

Ehrenberg-Bass Institute’s Director Professor Byron Sharp has built a solid reputation for challenging traditional marketing notions and the marketing industry’s ‘everyday nonsense’. His book How Brands Grow: What Marketers Don’t Know debunks common myths about brand growth and has become a cornerstone for modern marketing strategies. Heralded as a ‘bible’ for marketers worldwide, it’s sold over 150,000 copies and is available in more than 12 languages.

Says Professor Sharp: “We’re inspired by industry challenges but remain fiercely independent. Our work reveals insights that often challenge long-held beliefs in marketing, and that’s where real progress is made.”

One of Professor Sharp’s most popularised approaches is the Double Jeopardy Law, a concept that at first glance may seem intuitive or obvious, but its significance lies in the profound implications it has for marketing strategy.

The law states that smaller or less popular brands have fewer buyers, and these buyers are less loyal. Larger brands have both more buyers and enjoy higher loyalty from their customers. Traditional marketing practices often emphasise customer loyalty as being the primary goal for growth – but the Double Jeopardy Law shows that loyalty is a result of scale, rather than a driver of growth.

Adds Professor Sharp: “Our work shows that some of the world’s most innovative marketing solutions can emerge from unexpected places,” he says. “Adelaide is home to a team that’s driving global change in one of the world’s most dynamic industries.”

While the Institute celebrates 20 years of leadership in marketing science, this significant milestone is just one chapter in its evolving story. Its mission remains clear: to deliver rigorous, practical research that drives smarter decisions and tangible growth for brands worldwide.

Looking ahead, the Ehrenberg-Bass Institute plans to deepen its research, expand into new markets and continue fostering innovation that bridges the gap between academic rigour and real-world application.

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