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

Joseph Clift

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) and held in London in June 2015 aimed to settle this debate, with industry heavyweights representing both sides of the argument.

Sharp's ideas

How Brands Grow (Oxford University Press, 2010)