Efficiency in branding: what are the paradigms?

Flavy Sen Sharma is an MSc. Global Politics student in the Department of Government at LSE. She previously worked with a think tank in India with a focus on economic research. Here she reflects on a talk given by Giles Hedger of Leo Burnett Communications. #PolisTalks With the idea of ‘brand loyalty’ becoming an increasingly slippery term, many companies might think that the path to success involves continually ramping up social media communication, as they try to do whatever it takes to hold the customer’s attention, even if it means swamping them with marketing messages. While this may be the dominant marketing trend, Giles Hedger warns against this “jumping on the bandwagon”