Why Brand Loyalty is a myth

What if everything you’ve been taught about brand loyalty is completely wrong? Most marketers spend millions trying to turn customers into "loyal fans" and brand advocates. But according to empirical research from the Ehrenberg-Bass Institute—and famously outlined in the ground-breaking book "How Brands Grow: What Marketers Don't Know" by Byron Sharp—brand loyalty is largely a myth. In this video, we break down why traditional loyalty programs and retention strategies might actually be wasting your budget, and what you should be focusing on instead to truly grow your brand. #marketingstrategy #HowBrandsGrow #ByronSharp #brandloyalty #marketingscience