Is there such a thing as brand love?

Can people really love brands? The evidence-based school of marketing, led by Byron Sharp, questions brand love and even brand loyalty, and tells marketers to focus on salience, repetition and reach. Helen Edwards wrote a chapter on exactly this question for the book Eat Your Greens. In this talk she looks for the ground between a purely transactional purchase and true love.

You'll learn what an experiment found when people held a hand in a bucket of ice while looking at a brand they felt close to, and why Helen prefers to talk about a "brand for me" rather than a brand people love. She shows how a brand point of view that is bigger than its category gets you there, with Camper shoes and Knorr stock cubes as examples. She closes with three ways to find such a point of view, four tests of a good one, and what it actually does for the business.