General Session

Chasing the Unicorn: Brand Loyalty in 2016

Marketers are trained to move consumers through a funnel that starts with awareness and ends with loyalty. But vast changes in media and technology, as well as significant shifts in generational attitudes and behaviors, have made the funnel more of an ideal—a beautiful unicorn—rather than a reality for most marketers. Author and brand strategist Larry Vincent will discuss approaches to achieve the elusive goal of brand loyalty. Drawn from his upcoming new book, Vincent will share the five biggest barriers to loyalty, three drivers of brand attachment, and two forces that influence all human behavior and ultimately our inclination to be loyal to a brand, or not.



Larry Vincent

Founder & Chief Branding Officer UTA Brand Studio