The Science of Growing Brands: A Masterclass Built on Evidence

On the 16th of July, a room full of marketers, brand builders, founders and business leaders gathered at the Grand Sapphire, Courtyard by Marriott for a full day masterclass. Drawing from behavioural science, System 1 and System 2 thinking, Byron Sharp's brand growth principles and IPA effectiveness research, the session was designed for those who wanted to move beyond opinion and understand the evidence behind brand growth.

The masterclass drew participants from across Sri Lanka's marketing and brand community, including marketers, agency professionals, founders and business owners, all looking to deepen their understanding of what it truly takes to build brands that grow.

The session took participants through seven interconnected disciplines, from understanding how the human brain makes decisions, to the principles of mental availability, creative effectiveness, brand strategy, smarter investment, meaningful measurement and relentless execution. Drawing from real world case studies alongside the research, participants left with not just a deeper understanding of what to do, but a clear sense of why it works.

The learning was delivered through a series of interactive activities and exercises that brought the evidence to life. One of the most talked about takeaways from the day was the uncomfortable truth that consumers think fast, which means brand builders need to think slow.