Sir, As you might expect, we take serious issue with the headline: 'Promotions don't build loyalty, 'they leech life out of brands' (The Grocer, 22 January). It is absolutely vital that companies distinguish between price discounting and mature and organised promotional activity.

We are in touch with Professor Sharp and intend to extend his very significant body of work with additional insights. Sharp has made it clear to me that he was referring exclusively to price promotions in any discussions. Price discounts do indeed leech the life out of brands, and companies too, for reasons that we will be laying out in our next white paper, 'Taming Price Discounting', in March.

Within the paper, we will also offer proven alternative ways of investing the up to £7bn that companies could release from rethinking their price discount strategy.

Colin Harper, head of insight, Institute of Promotional Marketing