Loyalty sharply divides opinion in marketing. Kevin Roberts promulgated the concept of ‘Loyalty beyond reason’, in his bestselling book ‘Lovemarks’. The evidence-based crowd, led by Bryon Sharp, were having none of it: for them, brand loyalty is a chimera, not worth pursuing. In her first FOM talk, Helen Edwards introduced a new concept – ‘Loyalty at parity’ – and showed why it can give marketers an edge, and how it is achieved. Her session was one of the highest rated of the conference.