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Dr Charles Graham discusses brand loyalty at IPM event

Dr Charles Graham was recently invited to speak at IPM's monthly event on his recent research around brand loyalty and whether it still exists
29 November 2017

On Monday the Institute of Promotional Marketing ran an expert panel discussion in front of around seventy invited agency and practitioner guests. Several LSBU marketing academics including Professor Margaret Bruce, and the Brandmovers team, including CEO Andrew Mitchell, attended the event. Dr Charles Graham, Senior Lecturer at LSBU spoke about his research on the laws of marketing, alongside a panel of industry practitioners.  

Event organiser and host, Courtney Cesari touches upon the importance of this event and the subject matter, 

"The question of brand loyalty is attracting a great deal of attention right now as the way we are shopping is changing. The fragmentation and proliferation of marketing and communication channels and increasing competition, especially online, means that brands must place more emphasis on tactics to develop brand loyalty. The panel discussed the behavioural science of buying, and how people may be influenced to choose the brands they buy.  Along with Charles we invited Mehran Zadeh, Neuroscience Performance Director, TalktoMums; Paul Griffiths, Director, Client Advocates; and Rob Sellers, Grey Shopper" 

The discussion tackled wide-ranging questions including; how brands are harnessing the power of neuro-marketing and the consumer’s reptilian brain, to the role that Alexa will play in the way we will be shopping in the future...prompting many questions from the floor.    

Dr Charles Graham noted the importance of such events where: “academic research comes head to head with cutting edge professional practice. They always provide a stimulating forum where knowledge can be held up to the light and assessed for relevance. Moreover, the opportunity to meet so many industry professionals in one place is a great way to identify the most critical questions for future research, ensuring its impact value.”    

According to the IPM Managing Director Carey Trevill the delegate feedback was extremely positive, especially about the discussion.

The Institute of Promotional Marketing (IPM) member event is an opportunity to meet other IPM Members, network and debate industry relevant topics. The Institute of Promotional Marketing is an elite network of over 200 Brands, Agencies and Service Agencies.

Find out more about Dr Charles Graham and the research within the School of Business.