What's love got to do with it? Debating brand love with the APG and Flamingo
Joseph CliftWarc
In his influential book 'How Brands Grow', marketing professor Byron Sharp suggested that a brand's commercial success simply does not come from consumers' love for it. Instead, getting people to notice it – and boosting brand penetration – is a far surer strategy to growth. On the other hand, many marketers still claim that engendering brand loyalty among heavy users remains important – and, ultimately, effective.
An event organized by global insight and brand consultancy Flamingo and the Account Planning Group (APG)...