James Parsons
Apr 3, 2013

OPINION: Love in a warm climate

James Parsons, co-managing director of branding consultancy Flamingo in Singapore, suggests that our assumptions about the impact of brand loyalty might be flawed.

Parsons: loyalty does not necessarily equate to growth

The ability to love and to show loyalty to others is thought of as the most noble achievement of the human species. And the idea of love and ensuing loyalty for brands likewise goes unquestioned as the nirvana to which marketers must aspire. Investment experts and business schools extoll the priceearnings ratios that brands offer their investors, often talking of the brand as mystical and awe-inspiring.  And communications gurus join in the gleeful celebration of brands...

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