How to build both brand salience and loyalty

Josh Samuel
Kantar Millward Brown

Marketers can't just pick one side in the loyalty or salience debate. Building salience and creating a brand positioning that drives affinity are both key to maximising marketing effectiveness. Josh Samuel of Kantar Millward Brown discusses the benefits of building a strong emotional connection with consumers.

Brand love has been a hot topic in brand building for decades. And it's a divisive topic. On one side is the concept of 'Lovemarks', first publicised by Kevin Roberts, which seeks to build brands that "create loyalty beyond reason, requiring emotional connections that generate the highest levels of love and respect". On the other side, Professor Byron Sharp, author of the book How Brands Grow, and his associates at the Ehrenberg-Bass Institute believe seeking brand love or emotional attachment is a waste of time and does not contribute to growth. But as so often is the case, the truth lies somewhere in the middle of these two extremes. Brand growth is certainly not all about love, but building positive feeling towards brands does drive growth.