What’s love got to do with it? Debating brand love with the APG and Flamingo

This event report explores the divide between people marketers who believe 'brand love' is possible and helps to increase sales, and those who think getting noticed and building penetration is most important.

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)...

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